BUFFALO, N.Y., Sept. 12, 2012 (GLOBE NEWSWIRE) -- New Era, a global lifestyle brand, recently unveiled plans for a grassroots marketing program which utilizes in-market event and retail activists referred to as 'ERAs.'
An ERA is a brand ambassador employed to tell the story of the New Era brand and its products. The program will launch in key markets New York, Chicago and Los Angeles with plans to expand into global markets in the near future.
ERAs will be charged with gaining comprehensive insights from local retailers and consumers alike. They will activate events, brand partners, and deliver a cross-section of local marketing initiatives within sport, fashion, music, art and design categories. By gaining an intimate knowledge of all sport and lifestyle trends within the market as well as, establishing relationships with key influencers and tastemakers, ERAs will provide vital local qualitative marketplace insight for the brand.
"The 'ERA' program allows us to better serve both our retail partners and our customers by giving us additional resources on the ground," said Doug Chisholm, Sr. Manager, Consumer Marketing. "ERAs will have their finger on the pulse of the community. Their insight will help shape how our brand comes to life in-market and how we interact with key audiences. "
ERAs will undergo extensive brand and product training at the company's Buffalo headquarters to become experts on all New Era products including headwear, apparel and accessories. After which they will engrain themselves in the culture of their respective markets.
New Era expects this program to create a new energy around the brand by sharing the brand's ever growing product assortment and rich heritage story with consumers and partners.
Dana Marciniak, New Era
716.604.9259 or 716.536.9913
About New Era
New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. Best known for being the official on-field cap for Major League Baseball, New Era is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth. The brand is worn as a symbol of self-expression by athletes, artists and some of the most interesting people around the globe. New Era encourages people to "FLY YOUR OWN FLAG™." The Company is headquartered in Buffalo, N.Y.and operates facilities in Canada, Europe, Brazil, Japan and Hong Kong. For more information, visit www.neweracap.com.
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