Sep. 14, 2009 (PR Newswire) --

STRATHAM, N.H., Sept. 14 /PRNewswire-FirstCall/ -- The Timberland Company today announced a bold integrated marketing campaign to create a dialogue with young city dwelling consumers around the world. The program supports Timberland's modern, stylish and eco-conscious fall 2009 footwear collections and includes mobile iPhone and Blackberry applications and games; interactive billboards; branded videos and commercials on Hulu; customizable Pandora radio stations; reverse sidewalk graffiti; "station domination" out-of-home advertising; in-store promotions and retail windows; and public relations targeting trend-driving blogs and magazines. Select campaign elements launch this month in the U.S., Italy and the U.K.

"We are very excited to launch an innovative marketing program that engages young millennial consumers where they are - online, on their phones and out in major cities around the world," said Theresa Palermo, Senior Director of Marketing for North America.

Jim Davey, Timberland's Vice President of Global Marketing, added: "This combination of social and digital media, combined with innovative advertising and public relations, creates a meaningful conversation with our young consumers and demonstrates Timberland's commitment to integrated marketing around the world."

Mobile Media

Timberland has partnered with mediahub from Mullen and Ansible Mobile to launch "Expedition Timberland," a mobile iPhone and Blackberry application that celebrates the new Timberland(R) Mountain Athletics(R) and Earthkeepers(TM) collections by enabling outdoor enthusiasts to discover adventures in big cities. The customized city application is available now in six U.S. markets: New York City, Los Angeles, Chicago, Boston, Denver and Minneapolis. "Expedition Timberland" guides users to hiking trails, neighborhood walks, secret spots for relaxing and the best city views, among other outdoor oriented activities.

Ten additional markets will be added to the "Expedition Timberland" application beginning in November 2009 and into early 2010.