Macy's Teams With Virgin Atlantic on Menswear Launch

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Macy's and Virgin Atlantic Airways announced yesterday an integrated campaign for a new menswear brand that includes a magazine insert, print advertising, online promotions and direct mail.


The new Macy's brand, ML Material London, celebrates London's influence on menswear.


"The ML Material London line of clothing captures what is best of both American and British fashion, resulting in a distinct style and personality that is often found on Virgin Atlantic flights, making this a custom-tailored partnership," Virgin Atlantic vice president of sales and marketing Chris Rossi said in a statement.


The marketing began with a 32-page mini-magazine inserted into the October 2005 issue of CITY magazine. The insert features articles about London, British-inspired spots in the United States for food, drink and fashion and an interview with Virgin Atlantic's Sir Richard Branson. It also showcases images from the ML Material London-Virgin Atlantic co-branded ad campaign.


The insert also was recently mailed to U.S. homes, DM News has learned.


Print ads will appear throughout the fall in major newspapers including The New York Times, Miami Herald, Los Angeles Times and San Francisco Chronicle.


Limited-edition ML Material London gifts and promotions will be offered to select members of Virgin Atlantic's Flying Club. The campaign also will be promoted through window displays at Macy's stores in New York City, Miami and San Francisco.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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