MEDIA-I: Texwood pushes denim sales with celebrity link-up

<p>HONG KONG: Texwood Hong Kong has launched a new integrated campaign </p><p>in an effort to stay afloat in Hong Kong's crowded casual wear </p><p>market. </p><p><BR><BR> </p><p>The campaign aims to raise the profile of its jeans and denim wear </p><p>products among the local youth and young adult segment. </p><p><BR><BR> </p><p>The marketing campaign integrates online with print, cinema and </p><p>point-of-sale, and runs through October. </p><p><BR><BR> </p><p>Created by Mezzo Marketing (formerly named 24/7), the campaign aims to </p><p>bring out the casual sexy appeal of jeans and denim. </p><p><BR><BR> </p><p>The romantic comedy, Love Me, Love My Money, starring local actors Shuqi </p><p>and Tony Leung, has been used to portray the lifestyle of the target </p><p>audience. </p><p><BR><BR> </p><p>The online segment will comprise ads and downloads such as </p><p>screensavers. </p><p><BR><BR> </p><p>As part of the promotion, Texwood and Apple will give out about 800 </p><p>movie tickets to customers who purchase Texwood jeans and products. </p><p><BR><BR> </p>