Rockport Hands Project to Alloy Access

BOSTON Rockport has tapped Alloy Media + Marketing’s Alloy Access multicultural division for media strategy and promotional efforts touting the footwear company’s “Rockport Established 1971” line.

The goal, according the shop in New York, is to reach influential urban consumers via grassroots programs and celebrity-focused media.

Alloy Access has worked with the Rockport, Mass.-based client on various projects in recent years, including 2007’s “Established 1971” push starring rapper Yung Joc. New work is set to launch later this month.

“We’ve enjoyed productive collaborations with the Rockport team in recent years and our team is thrilled to be recognized for our creativity and results-driven efforts with this appointment,” said Tru Pettigrew, president of Alloy Access. “We’re looking forward to infusing that energy into the next phase and to building the line even further.”

Rockport in February via Hill, Holliday, Connors, Cosmopulos launched a global campaign themed “Live in Rockport.” The veteran shoe brand aimed younger by targeting consumers in their mid-30s. Print ads feature lifestyle shots of models silhouetted against the shoes.

The brand has typically spent about $5 million annually in measured media in recent years. While the ad spend is not expected to increase this year, the client has said it would shift a greater portion of its outlay to the online medium, which will constitute some 30 percent of the overall campaign.