Women like support—from each other and from their lingerie. So to give them an opportunity to do both, and promote some new products as part of one of its largest brand overhauls in 100 years, Vanity Fair Lingerie launched the #LiftTOUR. The tour kicked off in Vanity Fair’s hometown of Bowling Green, KY, on July 17 and is traveling to 70 different JCPenney, Kohl’s and Sears retail locations in 12 major U.S. markets through Oct. 31.
The #LiftTOUR supports the brand’s “Women Who Do” campaign and features a retrofitted bus complete with two changing rooms and a surrounding activation footprint. Women are invited on the bus for a professional bra fitting, where their model and size is marked on a notecard (or emailed) and handed to them with a coupon to use inside the retail location on the tour stop. There is also an “I Support” photo station where women can write on a framed whiteboard who or what they support and share it to give other women they know a “Little Lift.”
There’s a charitable component, too. For every bra fitting conducted, Vanity Fair is donating a brand new bra to the local Dress For Success chapter in each market. Dress For Success is a nonprofit organization that provides disadvantaged women with professional attire, support and career development tools. Women who participate in a bra fitting are invited to write a message of inspiration on a note attached to a new bra being donated.
“We’re trying to reach out to younger consumers—some of our new styles offer a little less coverage, a little lighter weight—and so with the tour they can touch and feel our products and we can let them know that we’ve been around for almost 100 years, that we know the needs of women, and that we’re here to provide foundation pieces and help celebrate their successes,” says Kirby Jordan, director of advertising and p.r. for Vanity Fair Brands. Agencies: Department Zero and Barkley, both of Kansas City, MO.