Tommy Bahama

Outfitting lifeguards at popular beaches

GSG helped Tommy Bahama bring their “make life one long weekend” manifesto to life in Chicago and New York, by outfitting beach lifeguards in cool Tommy Bahama uniforms. Lifeguards loved their new uniforms, and Tommy Bahama loved seeing their motto on over 1000 guards and 800 signs across the Chicago and Long Island beaches. The unique partnership was featured on multiple broadcast and print media, and was supported with a give-back event event at Tommy Bahama’s Manhattan store.


  • Demonstrate Tommy Bahama commitment to Chicago and New York markets
  • Promotion of 2 Chicago area retail stores and 1 NYC store
  • PR exposure and brand awareness


  • 190 million earned media impressions in Chicago
  • 200 million earned media impressions in New York
  • +27% sales lift at stores during promotion
  • 178% ROI
  • 800 signs placed on Chicago beach lifeguard chairs and volleyball courts and Long Island Beaches