Ecko Trolls Malls for Talent

Apparel marketer Ecko Unltd. is running a 10-city mall tour to find models for its upcoming print ads.

The American Dreams Model Search and Mall Tour began July 10 and runs through Sept. 18. Consumers visit the American Dreams center to audition for Ecko reps, local radio personalities and retail store managers. Three finalists from each market (one man, woman and child) compete in the fall, with one winner in each category chosen to appear in ads. This is the first time Ecko will use consumers in its ads.

The tour includes an Ecko Unltd. Gallery, a 45-foot vehicle hosting music and videogames and showcasing footwear, apparel and eyewear from New York City-based Ecko. DC Media and Marketing, Danbury, CT, handles the tour; New York City-based Ecko handles advertising in-house.

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