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NEW YORK Rockport is kicking up its personality with its new, global “Live in Rockport” campaign breaking this month.
The veteran shoe brand is aiming younger by targeting consumers in their mid-30s. Print ads feature lifestyle shots of models silhouetted against the shoes. Hill, Holliday, Connors, Cosmopulos in Boston created the effort which will include radio, out-of-home and in-store ads, as well as an increased focus on online media.
“We’d had several campaigns that had done a good job of showing off our new products, but they hadn’t done a great job of showing the brand’s personality and creating that emotional connection with consumers,” said Michael Maloney, director of brand marketing at Rockport, Canton, Mass.
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