A retailer who has been doing business for almost a century is returning to TV advertising this holiday season for the first time in 17 years.
Ad Age reports that Bellevue, Wash.-based outdoor clothing brand Eddie Bauer, which has not advertised on TV since 1999, is airing 30-second spots. The brand-focused, adventure-themed ads, using the tagline “Live your adventure,” debuted Thursday and will run through Dec. 18.
Chief Executive Mike Egeck is quoted in the story saying: “Now is the time to increase our messaging, and TV remains an influential and effective medium to reach a wide number of consumers.”
The 370-unit chain has been in business for 96 years.