Lacoste in social media drive; supports Moodie Live as key sponsor

Lacoste is going interactive with its new ad campaign, ‘Life is a Beautiful Sport’, which will be showcased at the TFWA Asia Pacific exhibition next week (stand number: K21, Level B2).

Visitors to the stand will be invited to literally jump into the ‘Life is a Beautiful Sport’ film clip and share 3D images taken on-site across social media platforms with the hashtag #livebeautifully. In addition, one winner (and a guest) will be chosen from among the visitors posting images with that specific hashtag to win a trip to Paris, plus tickets to see the French Open women’s finals in June at Roland Garros, where brand founder Rene Lacoste won the trophy in 1929.

Lacoste is also the lead sponsor of ‘Moodie Live’, the acclaimed live reporting and blogging platform used by The Moodie Report team. Moodie Live will bring immediate on-location coverage of this year’s TFWA Asia Pacific Show and will incorporate the #livebeautifully campaign into its feed.

Lacoste’s ‘Life is a Beautiful Sport’ campaign promotes a “vision of optimism and courage”

Lacoste CEO Asia Pacific and Global Travel Retail Jean-Louis Delamarre commented: “Lacoste is pleased to share the recent launch of their new ‘Life is a Beautiful Sport’ campaign with partners and press at the prestigious TFWA in Singapore. We are looking ahead to a new era for Lacoste in the travel retail arena with larger, perfectly executed stores to demonstrate the full potential of the brand’s desirability.”

The French premium casual wear brand explains the idea behind the new campaign: “Whether on playing fields or in everyday life, Lacoste’s story is rooted in a quest for authenticity, performance and elegance. Each item of clothing is designed in order to allow men and women to feel emancipated in their mind and bodies, with clothes that enable confidence and ease by being adapted to an ever-changing life. It’s this vision of optimism and courage that is promoted by the new campaign: ‘Life is a Beautiful Sport’.”

The Lacoste stand at the TFWA show will reflect the campaign message as well as the heritage of the brand. The walls will be decorated with a carefully curated selection of artifacts and information about the brand, while a ‘Polo Wall’ will showcase a wide range of polo shirts from the brand archives. These include the iconic L.12.12 original as well as limited editions and the Lacoste L!ve collection. Along the next two interior walls is a time line highlighting the important dates and milestones in the brand’s history.

On the opposite side of the stand is a cabinet of ‘Crocodile Curiosities’; here visitors will discover the various shapes and sizes, colours and contexts that the Lacoste crocodile logo has taken and undergone over the decades.

Just behind the Crocodile logo display is a collection of images from the brand archives – a visual narrative made up of black and white photos of founder René Lacoste and his wife and daughter, as well as more recent images of Lacoste fashion shows, products and other objects.

For more information, contact Michelle Cheung, Marketing & Communications Director, Lacoste; tel: +852 2501 6837 or e-mail: michellecheung@devanlay.com.hk. Visit www.lacoste.com.