Banana Republic City Stories (screenshot)

Though it launched in store windows a few weeks back, this campaign is much bigger than that. It uses a number of types of media such as online artist interviews and performances, plus special partnerships with iTunes and Virgin America. The City Stories campaign will include print, outdoor, online and direct mail.

On Banana Republic’s website at www.bananarepublic.com/citystories, visitors can experience behind-the-scenes interviews, musical performances, free music downloads through iTunes, and shop the looks of the spring season. Users can also share the content with friends.

In an interesting part of the campaign, City Stories will be available on Virgin America’s in-flight entertainment system, RED. As their first-ever branded channel, passengers can get a glimpse of the musicians, interviews, video, runway shows and much more on flights from March 1 to June 31, 2009.

As sales continue to drop in the retail clothing industry, brands are looking for ways to appeal to a wider audience. Adding the music factor, social media and the interactive website, Banana Republic should be able to increase their reach.

Banana Republic City Stories (screenshot)

Post from: EveryJoe

Banana Republic Launches City Stories