TOMMY BAHAMA
AN EXPERIENTIAL ACTIVATION TO GET SHOPPERS IN THE DOOR
CLIFF NOTES
THE ASK:
Create a localized brand activation for Tommy Bahama that gets customers in the door
THE CHALLENGE:
Consumers shop for Tommy Bahama when they enter a vacation mindset. However, vacationing has changed in the US
THE OPPORTUNITY:
Ignite the summer spirit among adults with a cultivated 'Island Daycation'
VACATIONING IS GOOD FOR OUR HEALTH AND CAREERS
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Vacations are proven to benefit our mental health by reducing stress and anxiety
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94% of vacations give employees more energy back at work
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82% of managers say time away improves morale
BUT, IT'S ON THE DECLINE
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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
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"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
THE TEAM
Just Me!