Miss America Rolls Out New Brand Strategy at Magic

Feb 13th, 2012

Miss America Properties to Meet with Key Fashion Insiders to Discuss Upcoming Campaign and Explore Partnerships

Las Vegas, NV, February 13, 2012 – Today, Miss America Properties will return to the city where Laura Kaeppeler was crowned just last month, and hit the floors at MAGIC, the most influential trade event in fashion, to share plans of an exciting new brand campaign for the Miss America Organization and its move into branded product.  Miss America Properties will be meeting with key retailers, brands, fashion influencers, licensees and press to highlight the upcoming “There She Is” marketing campaign and discuss the potential for future partnerships with the organization.

“Miss America is a charitable organization rooted in the great American values of service, education and achievement, and represented by women who live these values and conduct themselves with a unique poise and style. We believe these qualities translate well into branded fashion products.” said Art McMaster, President and CEO, Miss America Organization . “We are eager to explore branded partnership opportunities to bring Miss America’s 92 years of iconic legacy into retail products that will support our scholarship program and the service platforms of Miss America contestants.”

The official “There She Is” Miss America ad campaign will launch in early Spring but today the first teaser ad will break in Women’s Wear Daily to coincide with the excitement and energy of this trade show and fashion week.  The ad features six young women who represent the thousands of authentic, modern, stylish, and educated young leaders who are all part of the future of the Miss America Organization. The women are all wearing styles from Express, an official sponsor of the Miss America Organization.

The Miss America Organization continues to enjoy the new surge of success surrounding this year’s pageant.  The mid-January broadcast drew a total tune-in audience of nearly seventeen million viewers, locking in the #1 spot for a non-sports network program in the 9-11 pm time period, increasing its overall audience and climbing by 13% in Adults 18-49 over last year’s broadcast.  In addition, the brand is seeing a flurry of social media activity with #MissAmerica trending at number one on Twitter during a portion of the broadcast and more than 1.3 million video views on YouTube in the last six weeks.  Miss America Properties has taken several steps to prepare the brand for launching this new brand strategy, including a new logo, and new website reflecting the rich heritage of the Organization with a modern look and feel.

“As I travel across the country, I’m  thrilled to see so many people share in the excitement of our brand, recognizing the contemporary relevance of who we are today,” said Miss America 2012 Laura Kaeppeler.  “As we promote our brand and introduce our new campaign, we hope to strengthen the focus and the attention on our organization’s core values which reflect style, service, scholarship & success…..ideals that will always be in fashion.”

Miss America Organization
As the world’s largest provider of scholarship assistance for young women and one of the nation’s leading achievement programs, the Miss America Organization last year made available more than $45 million in cash and scholarship assistance. The Miss America Organization provides young women with a vehicle to further their personal and professional goals and instills a spirit of community service through a variety of nationwide community-based programs.

Additional information about the Miss America Organization can be found at

Miss America Properties
Miss America Properties ( is a partnership between Infinity Lifestyle Brands, LLC (“ILB”) ( and Hilco Consumer Capital, (“HCC”) (, two well established strategic branding organizations. Miss America Properties is focused on developing the Miss America brand through strategic marketing and PR opportunities, and licensing and sponsorship partnerships. For more information contact

Every August and February, the fashion industry converges in Las Vegas for the most influential event in the business – MAGIC. As an incubator of fashion, MAGIC is where new trends surface and develop into what will be seen on the consumer. The show’s goal is to connect and inspire the fashion community. The February 2012 MAGIC will run from February 13 – 15, 2012. For up-to-date exhibitor listings, seminar scheduling, travel support and registration information please visit