Old Navy Announces Nationwide Search For New Canine Mascot
Does Your Dog Have What It Takes to Be Old Navy’s Next Star?
SAN FRANCISCO – April 28, 2006 – Old Navy announces a nationwide search for a new “spokesdog” to replace its much-loved mutt, Magic, a canine mascot who appeared in its advertisements in the late nineties. The new Magic will star in an Old Navy ad campaign and, like the original, become part of the brand’s history.
From April 24 through May 29, 2006, dog owners throughout the U.S. and Canada can enter their pets for a chance at stardom. Customers can enter by submitting their dog’s photo and personality profile at www.oldnavy.com/magic or by attending one of four casting call events held throughout the month of May. Beginning Friday, May 5, look for the Old Navy Canine Casting bus at dog parks, street events and other locations in and around Los Angeles, San Francisco, Chicago and New York City. In addition, events will be held from noon to 4 p.m. in the following cities at the locations below:
• Los Angeles -- Friday, May 5 -- Santa Monica’s Third Street Promenade
• San Francisco -- Saturday, May 13 -- the Marina Green
• Chicago -- Saturday, May 20 -- North Avenue Beach
• New York City -- Thursday, May 25 -- Union Square
At the casting call events, an Old Navy photographer will snap pet portraits, and customers can nominate their canine online at computer kiosks. The events also will feature fun activities for the whole family, including a doggie photo booth, canine treats, custom dog tag station, and pet adoptions. As part of the events, Old Navy will make a series of financial donations to local animal charities in each city on the Canine Casting Call tour, to help animals in those communities.
“Magic was an important part of the Old Navy family and of our brand’s history,” said Jenny Ming, president of Old Navy. “We think every dog has a little bit of magic, so we’re excited to involve our customers in the search for our new mascot.”
A panel of celebrity judges – including Katherine Heigl (“Grey’s Anatomy”), Alfre Woodard (“Desperate Housewives”), Malcolm David Kelley (“Lost”), Kristin Chenoweth (“RV” and “The West Wing”), Betty White (“Golden Girls”) and celebrity dog trainer Andrea Arden – will select six finalists who will be featured in more than 950 Old Navy store locations throughout North America. From June 23 through July 7, 2006, Americans will vote at www.oldnavy.com/magic for their favorite doggie star. The winner will go on to star in Old Navy’s Holiday 2006 ad campaign.
“An estimated 40 million U.S. families have a dog as a part of the family so this is a great opportunity to unleash your dog’s star power,” said celebrity dog trainer and Old Navy panelist, Andrea Arden. “Every dog has a distinct personality and some love to entertain. It takes a special dog with charisma and confidence to appear on television.”
Magic first appeared in an Old Navy back-to-school campaign in July 1995. He went on to star in more than 60 ads, becoming an icon for the brand. Magic co-starred with the late style icon, Carrie Donovan, as well as actors and personalities like Morgan Fairchild, Ivana Trump and Liz Smith, among others. His last appearance was in the Spring of 2001.
For more details on how to enter your dog in “Old Navy’s Search for the New Magic,” please log on to www.oldnavy.com/magic.
Since its founding in 1994, Old Navy has provided its customers with on-trend fashions at amazing prices. From graphic tees and cargos to the latest styles and washes in denim, Old Navy delivers accessible fashion for women, men, kids and baby in a bold, fun shopping environment. Special lines such as maternity and women’s plus sizes are available at select Old Navy stores in the U.S. and Canada, as well as online at oldnavy.com. Old Navy is a division of Gap Inc. (NYSE:GPS). For more information, please visit the media section of gapinc.com.
For more information about the Search for the New Magic, please contact:
Tori Rappold (443) 386-6040 or Tracie Boruta (312) 427-5683, Burson-Marsteller PR
Emilie Nicks (415) 427-5683, Old Navy PR.
Satellite TV News Feed information:
Saturday April 29, 2006 at 9:30 PM - 10:00 PM (ET) and re-feed at 11:00 PM - 11:30 PM (ET)
Monday, May 1, 2006 8:00 AM - 8:30 AM (ET)
C-BAND IA 6 TRANSPONDER 17 (Analog) DOWNLINK FREQ. 4040 MHz (V) Audio 6.2 6.8
Feed Point Telephone: 646.431.3111
NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.) AND CANADA 18 YEARS AND OLDER. VOID IN QUEBEC AND WHERE PROHIBITED. Promotion begins on April 24, 2006 and ends on July 7, 2006. Upload Phase ends on May 29, 2006 and Voting Phase ends on July 7, 2006. For Official Rules, prize descriptions and odds disclosure, visit www.oldnavy.com/magic. Sponsors: Old Navy, LLC, Two Folsom Street, San Francisco, CA 94105 U.S.A. and Old Navy (Canada) Inc., 60 Bloor Street West, Suite 1501, Toronto, ON M4W 3B8.
- Contact Information
- Emilie Nicks
- Old Navy PR
- Gap Inc.
- Contact via E-mail
This news content was configured by WebWire editorial staff. Linking is permitted.
News Release Distribution and Press Release Distribution Services Provided by WebWire.