In an effort to reach elusive, young, media-savvy consumers, Timberland...

In an effort to reach elusive, young, media-savvy consumers, Timberland is rolling out an integrated global marketing campaign to support its autumn 2009 footwear collections. Select campaign elements launch this month in the U.S., Italy and the U.K. On the media front, the company is introducing “Expedition Timberland,” a mobile iPhone and BlackBerry application that promotes the new “Timberland Mountain Athletics” and “Earthkeepers” collections by enabling outdoor enthusiasts to discover adventures in six U.S. markets: New York City, Los Angeles, Chicago, Boston, Denver and Minneapolis. Ten more markets will be added beginning in November. On the ad side, Timberland’s new “Bait” TV effort will support “Timberland Mountain Athletics” footwear, and the spot breaks across the U.K., Italy and U.S. this month.