PacSun launched its summer marketing campaign this morning that focuses on its Golden State of Mind branding.
CEO Gary Schoenfeld frequently describes the Golden State of Mind as the creativity, optimism and diversity of California.
PacSun went to 20 cities around the country and captured what it considers to be the Golden State of Mind in each one.
Then it blended those images with California imagery for what it calls “Cali-scapes.”
It also created a Golden State of Mind brand video.
PacSun will feature the Cali-scapes in windows of the company’s 619 stores, and the campaign includes an online hub, social media activation and a contest.
See Page 2 for the official press release
Press Release:
PACSUN MAKES BOLD STATEMENT WITH NEW CREATIVE DEMONSTRATING WHY THEY ARE THE AUTHENTIC PURVEYORS OF CALIFORNIA LIFESTYLE
Powerful “Golden State of Mind” Platform Redefines California Lifestyle
ANAHEIM, Calif. (May 23, 2014) – Pacific Sunwear of California, Inc. (Nasdaq: PSUN) is turning up the heat with the debut of a new creative campaign designed to support the “Golden State of Mind” (GSOM) brand position and showcase why PacSun is the premier California lifestyle retailer.
Gary Schoenfeld, CEO of PacSun, states: “For over 30 years PacSun has been at the forefront of youth culture, great brands and California lifestyle. Today’s inspirations go far beyond palm trees and sandy beaches, and our ‘Golden State of Mind’ brand identity is about redefining California lifestyle, which is more relevant and multi- faceted than ever. We are capturing the creativity, diversity and optimism that are an integral part of our brand and naturally embedded within California. With this campaign we set out to clearly demonstrate how the inspirations we feel and see every day resonate with customers who live across all 50 states.”
Added Schoenfeld: “Over the past six months, we sought out the “Golden State of Mind” across 20 cities and landmarks throughout the country. No other brand or retailer has been able to capture the essence of California in such a way, until now. From Portland to Miami to Mt. Rushmore to Niagara Falls, customers will see a literal blending of California with their own backyard when they go to their local mall. The debut of the ‘Golden State of Mind’ campaign proves that the GSOM mindset is pervasive across the country.”
Click to see how PacSun captured the “Golden State of Mind” throughout the country:
https://www.youtube.com/watch?v=NZxPXkKpYaA
Beginning Memorial Weekend, PacSun will bring the “Golden State of Mind” initiative to all customer touch points. An online portal of all things GSOM will be accessible through the PacSun website, including the video, image galleries, contest details, city guides, #myGSOM content and more. The brand video, which is considered the heartbeat of the campaign, depicts the raw energy and emotion that “Golden State of Mind” evokes. Customers are encouraged to find their “Golden State of Mind” and share their experiences through various social media channels, utilizing #myGSOM.
To follow the PacSun “Golden State of Mind” summer campaign, visit www.pacsun.com/gsom.
About Pacific Sunwear of California, Inc.
Pacific Sunwear of California, Inc. and its subsidiaries (collectively, “PacSun” or the “Company”) is a leading specialty retailer rooted in the action sports, fashion and music influences of the California lifestyle. The company sells a combination of branded and proprietary casual apparel, accessories and footwear designed to appeal to teens and young adults. As of May 23, 2014, the Company operates 619 stores in all 50 states and Puerto Rico. PacSun’s website is www.pacsun.com.
