The women’s sportswear campaign PADV put together for the Pitch was intended to capture the imagination and passion of their 25- to 55-year-old female audience. We took the Tommy Bahama corporate “Island lifestyle” image and added longing and anticipation with just a hint of sexy. It was a retail romance novel just for women. The mix of traditional and electronic media channels we chose were not only designed to break through clutter, but to make Tommy Bahama an integral part of their lives. We put our message in the palms of women’s hands with e-magazines, shopping and travel tools they could use everyday, and blogs for customers and admirers to communicate their enthusiasm with their families, friends and followers.