Background. Host Apparel was one of the largest providers of private label and branded men’s robes, pajamas and loungewear. Most major merchants knew the company but, in a category that did not always enjoy the most attention, Host wanted to make sure they were not overlooked.
Actions. Porte created a series of trade ads that provided a reminder of Host’s presence in the industry. At the same time, Host’s image was refreshed in the eyes of its customers.
Results. Host business strengthened. A large international company, Sara Lee, purchased it. Porte’s services were no longer required. Stuff like that happens occasionally.
Trade advertising in key trade publications kept Host's name in front of its customers during critical sales seasons. Advertising always posed a question that was answered by "A Great Host."
Direct Response - Ladies
Host had a ladies business that was much smaller than its men's business. To increase distribution and sales in the ladies' sector, Porte created a mailing piece designed to introduce Host sales personnel to the appropriate ladies buyers. The concept of increasing distribution to increase volume — classic big agency thinking. The way it was executed — pure small agency ingenuity.