Taylor Swift will be featured in marketing campaigns by Disney and Keds.
For Disney Parks’ ongoing Disney Dream Portrait series, she stars as Rapunzel in an image by legendary photographer Annie Leibovitz. The advertisement can be seen in upcoming issues of Vanity Fair, InStyle and People.
Additionally, Keds is deepening its relationship with Swift, who will be the face of a new girl-power marketing campaign by the shoe company. The “Bravehearts” initiative encourages young females to be courageous, independent, confident, optimistic and unique. A dedicated website will debut soon at bravehearts.com. According to the New York Times, the campaign’s budget is estimated at $20 million.
Swift first partnered with Keds in October around the launch of her album Red, and the company released a special pair of red sneakers.
Digging further into Swift’s appeal as an endorser, the NYT reports her unusually high Q score, which ranks celebrity appeal. Swift scores a 24, compared with 17 for the average celebrity and 16 for the average female singer. For younger demographics, her Q score increases. It is 26 for females ages 13 to 24, and 45 for children ages 6 to 12.
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