SBD/Issue 232/Sponsorships, Advertising & Marketing

Cap-ture The Flag: New Era Launching Ad Campaign In Print, Online

New Era Unveils "Fly Your Own Flag" Campaign

New Era today announced a new campaign carrying the theme "Fly your own flag," according to Stuart Elliott of the N.Y. TIMES. The campaign, via Brooklyn Brothers, N.Y., salutes "flag bearers," or "achievers who march to their own drummers." Consumers in print and online ads will be urged to "Start your own movement," "Raise your own game," "Blaze your own trail," "Create your own world," "Sing your own song" and "Make your own grand entrance." The campaign has an estimated budget of $10M through the end of next year. WPP's Kantar Media indicated that the budget is "more than the combined total" of $6.1M New Era spent the past two years "to advertise in major media." The campaign includes a two-minute brand film "that will be seen initially on," websites like Hypebeast, IGN and Nicekicks, and on monitors in the seven New Era flagship retail stores. The clip "depicts energetic young men and women dancing, singing, exercising and being artistic, surrounded by cubes" with phrases like "Blow your mind," "Build your own bandwagon," "Toot your own horn," "Beat your own path" and "Begin your own era." The print ads "will appear in publications like The Fader, Nylon Guys, Spin, Vibe and XLR8R" and depict flag bearers and New Era endorsers like Yankees CF Curtis Granderson. Barkley, K.C., is "handling tasks for New Era that include a redesign" of its website to be introduced Sept. 13. New Era "hopes to add television commercials and outdoor ads to the campaign next year" (N.Y. TIMES, 8/17).

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