LOS ANGELES, Auguest 4, 2010—LMG contracted to handle social marketing for iconic surf fashion brand Reef

Riding the success of 25 years in the surf industry expanding from footwear to a full clothing range, Reef sought out LMG to develop the brand’s online identity. LMG will now manage all social media and devise and deploy Reef’s Facebook and Twitter campaigns to enable devotees to encounter and interact with Reef online.

The first two projects will be “˜The Search For Miss Reef” and the quest to assign Reef’s next Fair Trade Partner. Both projects are integral to the success of Reef’s public image.

“The Search For Miss Reef” links the brand’s concept advertisements from the 80s with the idea that in this era, anyone can be a celebrity. The original Miss Reef’s face was never shown, and the brand relied on provocative and playful imagery to build intrigue and interest in the brand. LMG has the tough task of promoting and managing the search for the next Reef model.

Building on the success of 2009’s “Uganda” project, where Reef partnered with community development group 31 Bits to bring Fair Trade Ugandan beads to the mass market, LMG will assist Reef to find its next Fair Trade partnership. LMG will update and inform fans of Reef’s ventures and facilitate giving fans a voice.