Ad Age, YouTube

Retailer Returns to TV Advertising For First Time This Century

Nov 11, 2016  •  Post A Comment

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.

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