The product line will be supported this fall with a $4 million print and spot television campaign, created by Foote, Cone & Belding/Chicago. Print ads will run in national magazines including Sports Illustrated, Vanity Fair, Esquire and GQ. The TV buy covers New York, San Francisco, Chicago, Seattle, Toronto, Minneapolis, Denver and Vancouver.
The Adventurer product family is positioned as embodying the style and identity of Eddie Bauer's outdoor heritage. As such, the ad campaign features a rugged, outdoorsy man, while packaging features a flying goose.
Copyright Adweek L.P. (1993)