Press Contact: Kerri Devaney, (212) 466.4336
EILEEN FISHER Set to Run First Ever Television Commercial
March 27, 2008
EILEEN FISHER is excited to announce the airing of its first ever television commercial, scheduled to begin running on (date) in the tristate market of New York, New Jersey and Connecticut. The media buy includes running ads during NBC's Today show, Meet the Press, and News Channel 4 at 11:00 PM and PBS's News Hour with Jim Lehrer and BBC World News. The ad schedule is set to run 30-second ads over a four-week period. The commercial was created in house.
The company is excited to promote the brand in a new medium. "We didn't consciously set out to film a commercial," says Ellie Thoren, Visual Advertising Director at EILEEN FISHER. "The commercial captures the realness of women wearing the clothes and the energy of our spring photo shoot. We really wanted to share it with our customers. We've been showing video on our web site, and Eileen felt this video deserved to reach as wide an audience as we could." Recent print ads have focused on showing the movement of the clothing and the creative team was thrilled with the way video can take this message to another level.
The commercial is also a tangible example of EILEEN FISHER's philosophy of supporting employees' individual growth and interests, outside their prescribed roles. The commercial was created using footage documenting the behind-the-scenes action at the spring 2008 ad shoot by Michelle McDonald, a member of EILEEN FISHER's in-house advertising team. When the footage was reviewed, it revealed the really fun, wearable, joyful aspects of the clothing. McDonald shot the footage with a Canon handheld camera and edited the piece in house. She also composed the music. The company has always been committed to allowing employees to grow in their areas of interest. Such exploration is in line with the company's mission, which includes applying passion and creativity to all the work it does.
The media buy encompasses television programs that are viewed by current customers of EILEEN FISHER and those customers the company anticipates attracting. "We selected programs that reflect our customers-women who are smart, concerned and modern-and customers we'd like to introduce the brand to," says Ann Gilligan, Marketing Planning Director. The company is also running outdoor advertising on billboards in New York City and bus shelters in New York City, San Francisco and Boston. The company has also added Harper's Bazaar to the ad plan for spring 2008.
EILEEN FISHER designs simple clothes that work together, across the seasons and across the years. With pure shapes and fine fabrics, they create sophistication, comfort-and style that lasts. Simpler for the customer, better for the environment. Founded in 1984, the company reported overall sales of $254 million in 2007. The collection is sold by major retailers and specialty stores across the U.S. and Canada as well as in 40 company-owned stores and on a company website. Based in Irvington, N.Y., the company operates showrooms in New York City, Los Angeles, Dallas and Atlanta.