MIAMI, March 21, 2013 (GLOBE NEWSWIRE) -- Perry Ellis International (PEI) is announcing that its AXIST ® brand, available at Kohl's, has received a Miami Gold ADDY for best integrated campaign of 2012. The "Reasons to AXIST" campaign, featuring celebrity Gilles Marini, was developed by the in-house creative services team of PEI. The award was judged by the American Advertising Federation of Miami and given to the most comprehensive and creative campaign implementing a broad range of outreach mediums and communication vehicles.
The integrated campaign featured in-store signage, sales collateral, print ads, internet radio spots, online videos, downloadable ringtones, style guides, digital ads, an interactive campaign site ( ReasonstoAxist.com) as well as PR and social media outreach through Facebook, Twitter and Instagram.
"Our campaign highlights the excellent quality and value of AXIST and how adaptable and appropriate the brand is for so many wearing occasions. We felt that Gilles Marini was the perfect embodiment of this versatility given his success in so many roles, whether as a model, actor, dancer, father, or athlete," explained Lori Medici, vice president of Marketing for AXIST. "His down-to-Earth, approachable personality made the brand both relatable and aspirational, plus the PR and editorial coverage his involvement garnered provided invaluable extra exposure for our campaign."Editorial coverage included segments on E! Entertainment News, Access Hollywood, PeopleStyleWatch.com, as well as features in notable magazines, newspapers and industry websites and blogs. Marini was also photographed wearing the AXIST brand at various engagements and appearances, further promoting the line's versatility for multiple wearing occasions, both casual and refined. The integrated effort helped reinvigorate the brand with existing fans while also attracting new customers. "This is the first time we are awarded for a campaign created and produced by our in-house creative department and earning a Gold ADDY validates how capable our creative team is. The fact that we won for best integrated campaign not only makes us extremely proud but further highlights the breadth of knowledge within our walls," stated Joakim Wijkstrom, CMO at Perry Ellis International on the skills of the creative team. "The advertising industry used to be almost exclusively agency-driven, but today's corporations are building strong internal teams that are proving to have the ability to develop excellent campaigns using their own talent pool."