NEW YORK—Burson-Marsteller has been selected by Tommy Bahama, a lifestyle company focused on men’s and women’s apparel, accessories, home furnishings, and restaurants, to serve as the brand’s international agency of record. As Tommy Bahama sets out to expand internationally, Burson-Marsteller will be working closely with the client to drive brand awareness as it enters several markets in Asia in 2012 and 2013.
The account will be led by Los Angeles market leader Rhonda Brauer.
Burson-Marsteller will be supporting Tommy Bahama as it opens retail stores in Macau, Hong Kong and Singapore as well as a combined retail store and restaurant in Tokyo. These will be the first stores for Tommy Bahama outside the U.S., which currently operates 96 retail locations in the U.S.
According to Rob Goldberg, senior vice president of marketing, Tommy Bahama, “Burson-Marsteller’s track record, extensive global network and its brand communications expertise were the deciding factors in our search.”