Tommy Bahama's Macau store, which launched in April, was the brand's first foray outside the US, where it currently operates 96 retail outlets.
The brand plans to launch stores on Singapore's Orchard Road and in Hong Kong's Wan Chai this year. There are also plans for a combined retail store and restaurant in Tokyo.
Burson-Marsteller has been tasked with building and defining the brand for consumers in Asia, explained Rhonda Brauer who is leading the account out of Los Angeles.
In Asia-Pacific, the account will be led out of Hong Kong by Jackie Price, regional managing director for Burson-Marsteller. She will be supported out of Singapore by the agency's managing director, Danny Phan.
“We were looking for a strong agency partner as we expand our brand into new markets,” said Rob Goldberg, senior vice-president of marketing at Tommy Bahama. “Burson-Marsteller’s track record, extensive global network and its brand communications expertise were the deciding factors in our search.”
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