Baywatch star Gena Lee Nolin has found a new role to add to her list of credits: Swatch Stores spokesperson.
The actress will appear in a multimillion-dollar ad campaign from Hollywood, Calif.-based ad agency Benenson Janson for the growing retail chain, owned by El Portal Group. The campaign will include print ads, billboards and TV spots, as well as point-of-sale displays and hang tags. It breaks late this month in Las Vegas and Waikiki, Hawaii, and will eventually roll out to Los Angeles and other Swatch Stores cities.
Agency principal Andrew Janson would not reveal details of the upcoming campaign but noted that the ads will be “very loud and distinctive.”
Benenson Janson’s assignment does not affect the $10 million Swatch Watch U.S.A. account handled by Toth Design & Advertising in New York.
Nolin, who kicked off her gig last week at Planet Hollywood in Beverly Hills, Calif., will earn $1 million for the yearlong endorsement. Her contract calls for in-store appearances.
–Angela Dawson
All In The Timing
