Arrow shirts maker launches effort to restore Ellis Island structures
The maker of Arrow shirts has launched a multichannel marketing campaign designed to raise awareness of and financial support toward restoring the deteriorating buildings on historic Ellis Island.
The multi-million dollar media and marketing initiative from New York-based Philips-Van Heusen Corp. will be the first of its kind in the Arrow brand's 156-year history. It will include national print ads, outdoor billboards, in-flight videos, eco-friendly hangars, online ads and a Web site with consumer-generated content.
The Web site at www.weareellisisland.org will feature numerous celebrities describing the experience of their families at Ellis Island, including Joe Montana, Christian Slater, Elliot Gould and cast members of "The Sopranos."
Visitors will have the opportunity to post their own families' stories and pictures, which will be shared with the world and preserved for history in the site's free, open content, community-built catalog.
Links on the site will enable visitors to donate to Save Ellis Island Inc., the nonprofit organization dedicated to the rehabilitation of the presently deteriorating buildings on Ellis Island.
"Ellis Island represents not just a destination, but also people's journeys and their stories of survival, perseverance and, ultimately, success," said Hall of Fame quarterback Joe Montana in a statement. "We need to keep these buildings alive to keep these stories alive," he continued.
The national advertising campaign for Arrow brand apparel featuring the Save Ellis Island effort is making its debut in September issues of entertainment and lifestyle magazines and elsewhere.
The campaign was conceived by the in-house PVH advertising and marketing group and shot on location in the deteriorating buildings on Ellis Island.