September 3, 2002, 12:00 AM

Eddie Bauer chooses rich media for an ad campaign that returns to its roots

Eddie Bauer’s online ads support a cross-channel effort to recapture the top spot in outdoor-inspired apparel. Rich-media ads for the new Seattle Suede line will appear at five major portals.

Kurt Peters

Executive Editor

 

Eddie Bauer is using a rich media format to launch its new washable suede product line, “Seattle Suede,” online for fall. The company has purchased center spots on five major web sites for placements of the “floating ads” that juxtapose American landscape imagery with product detail shots. The themed campaign seeks to link the outdoor imagery with the new suede line in a bow to Eddie Bauer’s roots as a supplier of outdoor-inspired apparel – and its attempts to recapture the top spot in that category with a new brand identity that reinforces that heritage.

The ads appear on the home pages of Ask Jeeves, Weather.com, About.com, Excite and iWon.com. Site visitors will see a brief interactive story about the new collection on the home page to drive attention to the Eddie Bauer ads, which link directly to EddieBauer.com. “We are thrilled to be launching a fully integrated online and offline marketing brand campaign that recaptures the sprit and heritage that has long defined Eddie Bauer,” says Jodi Watson, Eddie Bauer’s director of online marketing and customer acquisition.

Creators of the campaign are interactive agency Avenue A and White Horse, a provider of strategic web marketing and development solutions. The design of the campaign, closely linking the rugged, brand-evoking photo images with the opportunity to buy, reflects a growing interest among retailers in using the web for branding, says Clark Kokich, president of Avenue A. “We’re seeing a significant increase in the number of clients using their Internet advertising to blend direct response and branding objectives,” Kokich says.

 

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