Case Study Tommy Bahama

Serving up Solutions for Tommy Bahama
Despite being one of the most recognizable resort brands in the world, Tommy Bahama was experiencing a little trouble in paradise. Or in Newport Beach, to be more specific. After three straight years of slipping sales and low awareness at Tommy Bahama’s Island Grille, they called Johnson Gray. So we donned our best panama hats, slipped on some upscale leather sandals and got to work. An in-depth research program conducted by our team led to updated messaging that more effectively leverages the national brand and utilizes retail brand assets. As a result, the Newport Beach location has seen positive comparable annual sales growth.

How We Helped Tommy:
Qualitative Research
Brand Strategy & Positioning
Campaign Planning
Direct Mail
Print Ads
Social Media Strategy & Campaigns
Guerrilla Marketing
Point-of-Purchase