Times Square Brand Activations
Outdoor & Multi-Channel Campaign Platform · VP Marketing & Creative Director, Peerless Clothing
Objective
Build a Times Square activation platform that could scale across multiple Peerless-licensed tailored clothing brands. Drive brand awareness, retail traffic, and digital reach for Calvin Klein and Hart Schaffner Marx — leveraging the prior Tallia Nasdaq tower learnings to deliver two coordinated activations.
Actions
Calvin Klein — secured global HQ approval to develop the brand's first Times Square video campaign for tailored clothing. Advised Calvin Klein's in-house marketing team on Times Square activation strategy, applying lessons from the Peerless Tallia brand's prior Nasdaq tower campaigns. Calvin Klein produced the video in collaboration with the Peerless team. Repurposed existing creative assets to deliver the campaign on an efficient budget. Placed print across GQ, Essential Homme, Men's Health, NYT T Magazine, NY Post, and WSJ Style Magazine. Placed digital across Essential Homme, Men's Health, NYT, and WSJ.
Hart Schaffner Marx — led creative concept planning for the brand relaunch alongside its new Bloomingdale's Manhattan flagship. Directed on-location styling in partnership with Authentic Brands Group, the brand's licensor. Selected all wardrobe. Negotiated media budgets. Placed print across Esquire, MR Magazine, NYT T Magazine, NY Post, and WSJ Style Magazine. Placed digital across Esquire and WSJ.
Both brands activated the Nasdaq tower in Times Square in March 2020.
Results
Delivered the first national Calvin Klein advertising campaign for the tailored clothing category — across print, digital, social, and outdoor video — and the first-ever digital and outdoor advertising campaign in Hart Schaffner Marx history. Drove traffic from Times Square to the Macy's Herald Square Calvin Klein formalwear shop and lifted sales for the month. Times Square Nasdaq tower delivered 1.5 million viewers per day across the activation window. Established Peerless as a brand-portfolio Times Square presence — extending the Nasdaq platform built for Tallia to Calvin Klein and Hart Schaffner Marx.