Eddie Bauer Breaks Online Portion of Ad Push

Eddie Bauer launched a new online campaign Tuesday as part of an overall national advertising push, its first since 1999.

The interactive effort complements the offline campaign in that it evokes the Seattle-based company’s return to its outdoor heritage. It aims to increase awareness of Eddie Bauer’s new fall line and brand identity as a retailer of outdoor-inspired apparel and drive online sales.

One Shoshkele, or “floating ad,” for instance, juxtaposes American landscape imagery with product shots of the retailer’s Seattle Suede line. Copy advises, “Wash. Wear. Live. Repeat.” The ads, which will run on Ask Jeeves, Weather.com, About.com, Excite and iWon.com through September, link to the Eddie Bauer site

The online push was developed by Avenue A, a Seattle-based interactive agency and media buyer, and White Horse, a Portland-based online marketing company. The budget was not disclosed, but spending for the overall, multi-channel brand campaign is estimated at $10 million.

The offline ads, also breaking Tuesday in publications such as The Wall Street Journal, Vanity Fair and The New Yorker, feature outdoor photography of spots around the U.S., along with shots of Eddie Bauer lines [Adweek.com, Aug. 30]. It was created by Mullen, a Wenham, Mass.-based agency that won the account in March, following a review.