[PROMO Xtra] Subway Restaurants has hired Alloy Marketing and Promotions (AMP) to develop a new promotional campaign to boost sales and brand affinity among the teen population. Subway Restaurants generally targets marketing initiatives to consumers 18 to 40. The brand’s last effort to reach out to teens included offering teen-cast TV spots a few years ago.
“We want to branch out a little bit and reach teens,” said Mack Bridenbaker, a spokesman for Subway. “It’s exciting. It’s new for us.”
Details of the new promotion are still being finalized, Bridenbaker said. The program will be released during the third quarter.
Subway hired AMP for its youth marketing programs because the agency has “proven expertise” marketing to teens and solid communication skills in which teens can relate, Chris Carroll, senior VP-marketing for Subway Franchisee Advertising Fund trust, said in a statement.
Through AMP’s parent company, Alloy Media + Marketing, the agency can tap into a database of more than 27 million young consumers and a number of media vehicles, including Web sites, direct e-mail programs and catalogs.
