Phillips-Van Heusen Corporation launches ”WeAreEllisIsland.org”, a website with user-generated content, sponsored in the name of PVH's ARROW brand.
The purpose of the website is to raise awareness of, and financial support towards restoring, the deteriorating buildings on historic Ellis Island.
The website will feature the stories of actors, professional athletes, and celebrities, including Katharine McPhee, Joe Montana, Kristin Cavallari, Christian Slater, Richard Belzer, Elliot Gould and cast members of "The Sopranos," and other notable individuals such as film producer Hilary Shor, and Jeffrey Swartz, President & CEO of The Timberland Company, describing the Ellis Island experience of members of their family and their pursuit of the American dream. The website will offer users the opportunity to read and watch these American stories of hope and inspiration and to post their own families' stories and pictures. These stories will be shared with the world and preserved for history in the site's free, open content, community-built catalogue. The website will also provide links to donate to Save Ellis Island, Inc., the non-profit organization dedicated to the rehabilitation of the presently deteriorated buildings on Ellis Island.
"It's important to have a greater understanding of who we are and where we come from. Ellis Island represents not just a destination, but also people's journeys and their stories of survival, perseverance and, ultimately, success. We need to keep these buildings alive to keep these stories alive," states football legend and Hall of Fame quarterback, Joe Montana, adding, "I'm proud to support ARROW's campaign to Save Ellis Island and am honored to share and preserve my family's legacy on the website, WeAreEllisIsland.org."
Former U.S. Senator Bill Bradley, Chairman of Save Ellis Island, Inc., states, "Ellis Island is an intrinsic element of the uniquely American immigrant spirit and preserving this landmark for future generations is something that we all need to rally around." Mr. Bradley added, "Supporting this campaign and raising the awareness and funds necessary will save the thread that binds the 40% of Americans who can trace their family lineage through Ellis Island."
The comprehensive, multi-million dollar media and marketing initiative will be the first of its kind in the ARROW brand's 156 year history. The national advertising campaign for ARROW brand apparel featuring the Save Ellis Island effort is debuting in September issues of entertainment and lifestyle magazines on cable television and cinema commercials, in-flight videos, eco- friendly hangers and online ads to be launched in September. Additionally, outdoor billboards in a dozen U.S. cities featuring the celebrity supporters and local residents will carry the campaign's message.
"PVH, in the name of its Arrow brand, is honored to be a part of this remarkable endeavor and proud to help champion the cause of restoring this national treasure," states Emanuel Chirico, chief executive officer, who himself will be featured on the website with his family story. Mr. Chirico adds, "Creating an awareness campaign to preserve not only the famous Ellis Island buildings, but also the great American family stories connected to them, is a fantastic endeavor for PVH and the ARROW brand."
The campaign, which was conceived by the in-house PVH Advertising and Marketing Group and shot on location in the deteriorating buildings of Ellis Island, features portraits by renowned photographer Richard Phibbs. The commercial and PSA spots were created and produced by the in-house PVH Advertising and Marketing Group, in close collaboration with director Ben Orisich of HomeNYC.