Wednesday, May 14, 2008
– Taylor Swift, who leads the field of female nominees for this year's Academy of Country Music Awards, will perform on the CBS Early Show this Saturday morning, May 17. Taylor will perform from the MGM Grand Hotel in Las Vegas, the site of the 43rd Annual Academy of Country Music AwardsThe following night, May 18, Swift will perform live on the ACM Awards telecast, where she is nominated for three awards: Album of the Year, Top Female Vocalist, and Top New Female Vocalist.
Swift also announced a partnership deal with L.e.i. Brand Partners. Jones Apparel Group said Swift will be the face of the L.e.i. Back-to-School 2008 print, mobile and online advertising campaign, to be called "This is L.e.i. Country." The campaign will feature Swift surrounded by an assortment of L.e.i. denim jeans and tops. L.e.i. (life. energy. intelligence.), the brand for juniors, junior plus and girls, will be available exclusively at Wal-Mart stores nationwide beginning in July 2008 for Back-to-School, and in Canada in the fourth quarter of 2008.
"Taylor Swift perfectly exemplifies the spirit of L.e.i. - she has the authenticity, spirit, intelligence and wit of the modern American girl, and she is a role model for today's youth," said Jack Gross, Group Chief Executive Officer, Jeanswear Division for Jones Apparel Group. "This collaboration marks another exciting step towards strengthening our strong merchandising relationship with Wal-Mart and bringing the L.e.i. lifestyle brand to a broader audience of juniors and girls consumers. We are proud to collaborate with Taylor and believe that this partnership is ideal for L.e.i., Wal-Mart and Taylor herself, as we bring junior consumers' favorite jeans to their favorite store."
Swift, said, "When I'm onstage I'm likely to be wearing sundresses and cowboy boots, but when I'm offstage, hangin' with my friends, songwriting or taking care of business, my comfort zone is a great pair of jeans. L.e.i. jeans fit great and look great, and the price is right. I love the jeans, and I love what L.e.i. stands for, Life. Energy. Intelligence."
The "This is L.e.i. Country" campaign will debut in August issues of Teen Vogue, Cosmopolitan, Seventeen and US Weekly. The campaign will feature an online component targeting the junior girl audience, which will include sweepstakes and contests tied to meeting Swift and attending her concerts.