Express has a new compelling print campaign and online video PSA which feature a range of young Hollywood talent including Ciara, Jesse McCartney, Scout Taylor-Compton and Brea Grant. Photographed against the LA skyline and dressed exclusively in Express' Fall 2009 collection, the campaign brings a relevant and cool vibe to a very serious issue facing this demographic: Driving responsibility and exercising control on the road.
“The Express customer is connected to the world through their phones and handheld communication devices -- mostly via text messaging. And while it's one thing to text and shop, it's an entirely different issue when people are doing it on the road, and that's what made this a really easy cause to get behind,” said Michael Weiss, president and chief executive officer of Express.
NOW YOU CAN JOIN THIS INITIATIVE: Express is offering a promotion to anyone who views the PSA (www.express.com) featuring the above mentioned celebrities and agrees to the terms of RADD's responsible driving guidelines with a simple click (“I will not text and drive oath”). This will also allow them to download a voucher entitling them to a free limited edition GWP T shirt when they make any denim purchase in store or online while supplies last throughout the month of August.
THIS JUST IN: Express is staging the FANTASY RIDE CONTEST, inviting people to submit an image of themselves showcasing their best personal style. One lucky winner will be selected by a panel of Express judges to win a trip to attend a Ciara concert with backstage access and a $500 Express gift card. Customers will also be able to text their vote once 10 finalists have been identified. Additionally, three runner ups will be selected to win $250 Express gift cards. The Contest runs through August 31st.