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SBD/Issue 5/Sponsorships, Advertising & Marketing
New Pro Football HOF Campaign To Promote Nominating Process
Published September 18, 2009
OPPORTUNITY TO CONNECT WITH AUDIENCE: Phillips-Van Heusen will cover two-thirds of the ad spend, with JCPenney paying the remainder, and Mike Kelly, CMO for Phillips-Van Heusen’s corporate marketing group, said, “We’re definitely looking for more opportunities to connect to our audience through sports.” Kelly: "The Hall has never done this sort of thing, and we’re thrilled to be part of it. It’s not the actual Hall vote, but the fans are going to be involved, which we think is very significant. And to have it leverage the traffic that JCPenney brings globally, that’s a definite leg up, too.” Van Heusen typically has focused its marketing efforts on male-oriented print media, such as GQ, Esquire and Men’s Journal, but it has steadily sought to increase its sports presence. The company sponsored an IRL car (Vision Racing) earlier this year through its Izod brand, something Kelly cited as a key forerunner to this deal. The Hall this year also is co-producing a series on the NFL Network, “Road to Canton,” on which Van Heusen is advertising.