InsightBlog

SaveEllisIsland.org + Arrow = a good brand match

Have you seen the new ad campaign to save Ellis Island? The spots are sleek, beautifully done, and feature likeable public figures like Katharine McPhee, Joe Montana, Kristin Cavallari, Christian Slater, Richard Belzer, Elliot Gould, cast members of “The Sopranos,” film producer Hilary Shor, and President & CEO of The Timberland Company, Jeffrey Swartz. They appeal to our connection with EI, noting that their ancestors - and many of ours - first entered the US via EI.

Beyond the obviously good cause and compelling appeal, the campaign is notable for another reason: the effort is being sponsored by Arrow (a division of Phillips-Van Heusen) who has dedicated more than a million dollars (actual spend is undisclosed) in an integrated campaign in entertainment and lifestyle magazines, television and cinema commercials, billboards, in-flight videos, eco-friendly hangers and online ads - to be launched this month.

So what drew these two brands together to create the campaign? Brand synergy, that's what: Arrow is a 156-year old American brand; Ellis Island has been around since 1890 (that makes it 117 years old) - and I can't think of a more uniquely American brand (and yes, using the term 'brand' to discuss Ellis island is appropriate: it's got a personality, a positioning, and a unique appeal).

When we look at partnering opportunities for our client brands, it's important to consider what the brands share in common. These commonalities give the partnerships credibility and authenticity, and make the partnership believable to consumers. When the brands' values are out of whack with one another, any attempted partnering will generate suspicion about their motivations...and eventually, the partnership will fail. It's a bit like personal relationships..but that's a topic for another blog...

Labels: Arrow, brand partnerships, Ellis Island, Van Heusen