Timex Seeks New Faces to Capture 18-34 Range

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Timex Corp. is conducting a nationwide model search using the Web and sweepstakes to attract consumers younger than 34 to its new lines of watches with the Color Indiglo nightlight feature.


Fashion-conscious consumers are being encouraged to register and submit their headshot to www.newfacesoftimex.com. Eight participants win $10,000 and a spot in next year's "New Faces of Timex" print ad campaign.


"The older consumers right now, ages 35 to 70 years, really know Timex," said Christine Johnson, Timex's director of national promotions. "The 18- to 34-year-olds are the consumers we haven't spoken to in a long time, and we want them to know our brand is very trendy, fashionable and can pretty much meet their lifestyles."


U.S. residents 18 and older can post snapshots online through Nov. 26, when 50 finalists will be selected randomly. The public votes Dec. 1-16 on the finalists. The top eight enter the print campaign. All participants will have their photos featured in a mosaic of the winners' faces.


Registrants also can opt to receive newsletters and updates from Timex. And they can send the link to family and friends, making the entire exercise more viral.


Print ads, mobile marketing, banner ads, e-mail blasts, public relations and point of sale support Timex's online efforts. Timex's retail partners are contributing with ads in their circulars to customers.


Dell Inc. and Canon have partnered with the watchmaker in the Timex New Faces sweepstakes. More than 250 instant-win prizes include a Dell 42-inch plasma HDTV, Dell XPS computers, Dell DJ MP3 players, Canon digital cameras and photo printers, and Timex watches.


Ryan CMG, Wilton, CT, created the online promotion. Kirshenbaum bond + partners, New York, worked on the print ads. Kirshenbaum no longer is Timex's agency of record.


Timex recently introduced several styles in its fashion, sport and outdoor lines. They incorporate Indiglo nightlights in red, green, blue, purple, yellow, pink and teal. The original Indiglo had a blue tint.


The watch lines -- in leather, stainless steel casing, sport resin, fast wrap and bracelets -- are priced from $39 to $70. Retailers like Target, Kohl's, Fred Meyer, Sears, Mervyns, Dick's Sporting Goods and The Sports Authority sell Timex watches.


Privately held, Timex has sold more than 1 billion watches worldwide in its 151 years. It is the No. 1 watch brand in the United States, accounting for an estimated 27 percent to 30 percent of the total number of units sold last year. President Bill Clinton wore a Timex during his two terms in office.


The New Faces campaign starts a more aggressive marketing stance for Timex.


"Going forward, you're going to see a lot more from Timex, from branding all the way down to promotional programs, and it's really going to be on the worldwide level," Johnson said.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation 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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