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Timberland, Dexter Break Major Campaigns
BOSTON–Two of New England’s top footwear companies are set to launch multimillion-dollar ad initiatives, both of which represent first-time efforts from the clients’ new shops.
Timberland Co. this week breaks an estimated $10 million print and outdoor effort from The Martin Agency, Richmond, Va. Billboards now appearing in major metropolitan areas feature the headline: “Boots that earn your respect.” That line is not intrinsic to the campaign, however.
Instead of adopting a tagline, Martin built the product-specific campaign around a central theme.
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