North Face 2006 Annual Report Download - page 5

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los angeles, ca
san diego, ca
narragansett, ri
virginia beach, va
ocean city, nj
long island, ny
PLANET REEFtm TOUR
wildwood, nj
SURF CONTE ST
MISS REEF
PRODUCT GIVEAWAYS
PARTIES
RAFFLE CON T E ST
AUTO G RAPH SIGNING
wrightsville beach, nc

branding
B

REEF
The Reef ® brand has taken its grassroots marketing campaign to
the sunny beaches of America, where its target 17- to 24-year-old
customers love to hang out. The unparalleled 1,000-mile Planet
Reef ™ Tour is a mobile celebration of all things Reef ®
. In 2006,
the 10-day tour kicked off in Wrightsville Beach, North Carolina,
at the Reef ®/Sweetwater Pro-Am surf contest and headed north
with stops at various surf breaks along the Eastern seaboard.
Locals turned out in droves for the chance to surf with pipeline
champion Rob Machado, get autographs from their heroes Brad
Gerlach, Ben Bourgeois and Evan Valiere, meet the Reef ® Girls
and have Planet Reef ™ artists embellish Reef ® products. The
Planet Reef ™ entourage then switched coasts, stopping off at
beaches from San Diego to Santa Cruz. An authentic and cost-
effective way to reach young customers in their own environment,
the Planet Reef ™ parties showed surf-loving fans how perfectly the
Reef ® brand fits right into their scene.
 SUMMARY ANNUALREPORT 2006