Apparel cataloger and online retailer L.L. Bean Inc. was named the official outfitter for The Weather Channel in a move that leverages the audiences for both brands, which focus on outdoors activities and preparation.
The Atlanta-based cable television network’s Severe Weather Team, which covers some of the harshest weather conditions nationwide, will wear L.L. Bean outerwear while on assignment.
The partnership includes co-branded promotional spots and ads airing on The Weather Channel network as well as ads on www.weather.com. Natural product integration will feature, too.
L.L. Bean, Freeport, ME, is looking to retool its advertising strategy and add more retail stores.