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Project:
Go Tagless National Launch
Client:
Weber Shandwick Worldwide/ Sara Lee Branded Apparel
Overview:
Hanes had kept the development of their revolutionary Tagless T-Shirt a secret in preparation for a nationwide launch on October 17, 2002. On that day, a massive press blitz was planned centered on simultaneous coast-to-coast events in five markets. The annoying T-shirt tag was officially "retired" as it was raised to the rafters, ushering in the next generation of comfortable T-shirts.
Production
Plan:
Eventage scouted and secured venues in five cities for the launch. Teams were dispatched to the Santa Monica Pier in Los Angeles, Union Station in Chicago, Bayside Marketplace in Miami, Times Square in New York and downtown Comfort, Texas. The centerpieces of the events were giant Hanes T-shirts which soared up to 20' high from the stage. Hung from the "collar" of each shirt was an oversized Hanes tag, rigged to be lifted at the climax of the event.
Retired and current sports celebrities such as Yogi Berra, Alex Rodriguez, Rick Fox, George Gervin and John Paxson were on hand for the retirement ceremonies. In New York, Dick Clark emceed the event from the center of Times Square as the new Hanes Go Tagless billboard was also unveiled. In Comfort, Texas (population 2,100), the center of town was shut down as the local high school marching band and cheerleaders performed. In three of the cities, a video message from Hanes spokesman Michael Jordan was shown on multiple 60" plasma flat screen monitors.
Results:
Huge crowds and an impressive media corp attended each of the launch events. Newspaper and television stories on the events ran in each city, featuring the celebrities and the retired tags flying high above the giant t-shirts. In total, over 400 million media impressions were registered nationwide. Sara Lee was so pleased with the event that Eventage was asked to repeat the show the following week at their headquarters in Winston-Salem, NC, where Mr. T (now Mr. Tagless T) was the featured guest.
Client
Feedback:
"We couldn't have done it without you!... We appreciated your leadership, insight, creative problem solving and team partnership in making the retirement of the T-shirt tag and introduction of the Hanes Tagless T-Shirt an overwhelming triumph for the brand."
Lisa Travatello, Executive Vice President & Creative Director, Weber Shandwick Worldwide
"The event [in Winston-Salem] was a huge success...Couldn't have done it without your team...they were great!!!"
Jake Van Wyk, Marketing Manager, Sara Lee Corporation
"We had fun working with you and your crew. You have been the most professional and organized group that have done an event at Bayside. You are welcome to come back any time!"
Iris C. Sturz, Manager, Specialty Retail, Bayside Marketplace Miami
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