Erin Reitz
Senior Copywriter & Creative Lead
At Tommy Bahama, copy always reflects the mottos "Relax in Style" and "Make Life One Long Weekend." For the last few years, the company has been positioning to firmly establish itself as the definitive lifestyle brand. The Live the Island Life Spring '17 mailer (132 pages and the largest in company history) was designed to catapult TB toward that end goal. As lead writer on the book, the challenge was to define the brand as the lifestyle leader with familiar warmth and a new authority.