L.L. Bean Scores with Tour de France

Lance Armstrong may not be the only one celebrating the outcome of this year’s Tour de France. In July, outdoor gear and apparel cataloger L.L. Bean began a television ad campaign on a cable network covering the bicycle race, among several other networks, and at press time, initial results were positive.

“From the metrics we measure in terms of performance,” says Rich Donaldson, spokesperson for Freeport, ME-based Bean, “we’re pleased with the results we’ve seen thus far.”

Past Bean TV campaigns have promoted the overall brand, rather than specific products. This was the first in which the cataloger advertised specific products—the Trail Model pack, Snap-T Polarfleece, and Adirondak Barn Coat. Those items, which range in price from $29 to $49, were chosen because “we thought they represented particularly good values,” says Steve Fuller, Bean’s vice president of corporate marketing.

In fact, Bean used the commercial not only to sell specific products but also to present itself as an affordable option for value-conscious customers. “This ad was our attempt to show that L.L. Bean remains relevant in the new economic climate,” Fuller explains. “In other words, you shouldn’t have to sacrifice customer service and quality for a good price.”

Launched on July 13 on the Outdoor Life Network as part of its Tour de France coverage, the ad also aired on several other networks, including CNN, MSNBC, Bravo, Lifetime, CBS, and The Weather Channel.

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