On May 10 and 11, Gap transformed a parking lot on 3rd Street and Fairfax Avenue into a beachy, relaxed retreat for a two-day consumer shopping event. The retailer parked its late-’60’s retooled Rock Color bus, set up like a mobile version of its stores, and had The O.C.’s head stylist, Robin Lewis West, on hand to offer advice on how to build a stylish summer wardrobe. Gap’s Rock Color bus mobile marketing tour kicked off in L.A. on May 5 and will be making stops in the area through May 21.
Later in the summer, the bus will make its way to the East Coast, where it plans to stop in New York, New Jersey, and the Hamptons from June 5 through 26. Gap also plans to give away tickets to a series of summer concerts—including a private performance by John Legend hosted by the Gap—to promote its brand. “The summer of 1969 is part of the visual inspiration and soul for each element of this campaign,” said Gap vice president of marketing Kyle Andrew in a press release. “We hope our Rock Color bus tour and summer concerts will evoke the fun and freedom of summer while enabling us to connect with our customers on a personal level.” Alison Brod is handling PR for the events.
Posted 05.18.06
Later in the summer, the bus will make its way to the East Coast, where it plans to stop in New York, New Jersey, and the Hamptons from June 5 through 26. Gap also plans to give away tickets to a series of summer concerts—including a private performance by John Legend hosted by the Gap—to promote its brand. “The summer of 1969 is part of the visual inspiration and soul for each element of this campaign,” said Gap vice president of marketing Kyle Andrew in a press release. “We hope our Rock Color bus tour and summer concerts will evoke the fun and freedom of summer while enabling us to connect with our customers on a personal level.” Alison Brod is handling PR for the events.
Posted 05.18.06
