MZInc. Launches Full Scale Attack for Client Using Integrated Marketing

Challenge & Creative Solution

MZInc.’s client, a fashion label targeting the 30-45 casually conservative demographic, wanted to quickly reach their target audience and stamp their brand name on their brains. MZInc. utilized multiple channels to launch a comprehensive integrated marketing campaign designed to reach the largest section of the target market in the shortest possible time frame. Print ads were placed in the publications: Esquire, Town & Country, GQ, Vanity Fair, MR, Sportswear, Men’s Health, and Details. A targeted E-mail campaign was implemented as well as outdoor advertising including bus side panels and the kiosks on the bus stops. Other marketing materials were created for P.O.P. displays, In-store posters, and trade show booth displays.

Execution & Results

By utilizing a carefully selected array of marketing and advertisement vehicles, MZInc. was able to reach a wide segment of the specifically targeted audience. While the channels used to reach the target market and retailers were very diverse, the look and style of the advertising messages were the same, creating a consistently integrated, distinctive image for the brand. The result is that MZInc. was able to deliver the exposure and sales that their clients were looking for, compressing the time frame that’s typical for a launch of that magnitude.

photography by Ike Karnick