文章基本信息

标题：Gitano and Shania Twain: "The Perfect Fit"
期刊名称：Brandweek
印刷版ISSN：1064-4318
出版年度：1998
卷号：Sept 21, 1998
出版社：Nielsen Business Publications

Gitano and Shania Twain: "The Perfect Fit"

Gitano(R) jeanswear, a division of Fruit of the Loom(R) and the number-one selling ladies' and girls' jeans brand in mass merchandise stores is sponsoring Shania Twain's current 40-city (IS concert tour. The sponsorship is a fully integrated campaign - from national advertising to local charitable efforts.

Shania wears Gitano jeanswear in advertising, photos and point-of-purchase materials promoting her tour. Kmart, Gitano's largest retail partner, worked with the company to develop a comprehensive promotional plan, including a thirty-second TV spot featuring Twain wearing Gitano jeans. The spot ran during the important Back-to-School period and aired around shows including "20/20" and "Good Morning America", a $2.00 off coupon in an FSI launched on August 2nd in newspapers nationwide, and a free Shania Twain poster with the purchase of Gitano jeans. Other Gitano/Kmart initiatives include: cross promoting Gitano jeans in the music department and vice versa, in-store promotional signage, Kmart display contests, and circular advertising featuring Twain.

Gitano has also pledged support to Twain's favorite charities in conjunction with the tour. In addition to several fund-raising events for local charities, the company is donating $25,000 to Second Harvest Food Bank and sponsoring a private appearance by Shania Twain at Project HOME (a kid's cafe) in downtown Philadelphia to meet and sing for a group of underprivileged children.

To add a special hometown appeal, a local "Sing With Shania" contest winner is picked by a radio station to sing "What Made You Say That" on stage during Twain's concert. On August 29th, in Naperville, IL, Kmart and Gitano held an in-store audition in conjunction with WUSN, the local Country Music station. Twain made an appearance at the end of the Naperville audition to announce the winner, who performed at Twain's concert at The World Amphitheater that evening.

In addition to the contest winners, Twain routinely invites high school students to join her in performance. Said Robert Schneider, choir director and chariman of Shaker Heights (Ohio) High School after he got the call from the singer's publicist, "I went out and announced it to the choir and they all went wild. All these kids love her!"