AN EXPERIENTIAL ACTIVATION TO GET SHOPPERS IN THE DOOR
Create a localized brand activation for Tommy Bahama that gets customers in the door
Consumers shop for Tommy Bahama when they enter a vacation mindset. However, vacationing has changed in the US
Ignite the summer spirit among adults with a cultivated 'Island Daycation'
VACATIONING IS GOOD FOR OUR HEALTH AND CAREERS
Vacations are proven to benefit our mental health by reducing stress and anxiety
94% of vacations give employees more energy back at work
82% of managers say time away improves morale
BUT, IT'S ON THE DECLINE
For the first time in recorded history, more than half of Americans (55%) left vacation days unused, which equates to 658 million unused vacation days
"Taking a full week off of work doesn't feel possible. At most I can take a long weekend every once in a while" (IDIs)
WHICH IS A PROBLEM BECAUSE DRIVING PURCHASE FOR TOMMY BAHAMA IS ALL ABOUT PUTTING CONSUMERS IN THE VACATION MINDSET
"Once they relate to Tommy Bahama, when they can picture themselves in his shoes, that's when a purchase is about to happen" - Co Founder
HOW CAN TOMMY BAHAMA BRING VACATION TO ITS CONSUMERS?
DIGGING INTO THE DETAILS:
ENGAGING ALL OF THE CONSUMERS' SENSES TO IMMERSE THEM INTO A RELAXING ENVIRONMENT THROUGH EXPERIENCES AUTHENTIC TO TOMMY BAHAMA