WINNER: Kampgrounds of America and Allison+Partners
CAMPAIGN NAME: Bringing a New Generation of Campers to KOA
Kampgrounds of America (KOA), an iconic American travel brand for over 50 years, has kept pace with contemporary camper needs by offering high-quality campgrounds with everything from tent and RV sites to deluxe cabins and resort-style glampingREAD MORE
Allison+Partners today announced the addition of two new clients joining the agency’s growing consumer marketing practice. JanSport, the popular maker of premium backpacks, bags, luggage and more, and Naf Naf, the award-winning fast casual restaurant and premium destination for fresh, authentic Middle Eastern food, with 38 locations nationwide are the latest additions to the agency’s consumer roster.READ MORE
“The addition of JanSport and Naf Naf further solidifies the high caliber of clients our consumer marketing practice serves,” said Anne Colaiacovo, chair, eastern region and co-chair of the agency’s consumer marketing practice.
Lisa Rosenberg, chief creative officer and co-chair of the agency’s consumer marketing practice added, “We’re confident and excited to take on challenges with these brands to leverage our experience and relationships in their industries to reach new audiences, build greater awareness and ultimately contribute to their bottom line.”
Working with JanSport, Allison+Partners kicked off work this month on an influencer and media relations campaign around the upcoming music festival season. The agency is responsible for creative campaign development, influencer programs, media relations, strategy and planning and event support with the goal of raising awareness and preference amongst consumers for the brand’s newer product categories. The agency will also execute campaigns around seasonal topics, including back to school. The account will be serviced out of the agency’s New York office, with a team led by General Manager, Tracey Cassidy.
As marketing agency of record for Naf Naf, Allison+Partners will support ongoing brand work, creative and public relations with the main objective of building brand awareness as the company looks to expand its operations. Allison+Partners will be responsible for creative campaigns and asset development, social and digital influencer programming, SEO and SEM as well as earned media. To date, Allison+Partners has designed in-store creative and collateral, provided support for the brand’s entry into the DC market and helped launch its first store there. The agency has also launched Naf Perks, their new loyalty and rewards app. The account will be serviced out of the Chicago office, with an integrated team including members from All Told, the agency’s integrated marketing offering, and led by Rosenberg.
JanSport and Naf Naf are significant additions to the agency’s consumer client list, which includes such clients as Toyota, Seventh Generation, DanoneWave, PepsiCo, Kimpton, Impossible Foods, Driscoll’s, Focus Brands and See’s Candies among others.
Campaign: Guinness World Records attempt in honor of Schlotzsky’s 46th birthday
Agency mix: Allison+Partners
Duration: October 6 - 8, 2017
Budget: Approximately $40,000
As a nod to Schlotzsky's humble beginnings in Austin, Texas, the restaurant chain invited fans on the street to complete a paint-by-numbers mural on the wall of a Schlotzsky's in the area and break a Guinness World Record in the process.
Schlotzsky's, alongside its PR agency partner for the campaign, Allison+Partners, began planning for the campaign in June 2017.
"The overarching strategy for the campaign is to reaffirm the brand's connection to Austin and the spirit that comes out of the city and tie that back to the brand," explained Lisa Rosenberg, chief creative officer and co-chair for consumer marketing at Allison+Partners.READ MORE