Mar 23, 2020
2 minutes
Phoebe Tonkin is RM Williams new ambassador
Mar 23, 2020
Australian footwear brand RM Williams has selected The Originals star Phoebe Tonkin to be its first ever female brand ambassador.
The 30-year-old actress joins Hugh Jackman as the face of the brand in its Undeniable Character campaign, which highlights the enduring quality of its products through the stories of its people and processes.
RM Williams said Tonkin was the “perfect” candidate to drive the campaign forward, especially as the brand’s women’s category builds momentum.
Chief marketing officer Mat Hayward said: “Undeniable Character goes to the heart of the R.M.Williams brand – the grit, the hard work and the tenacity that went into creating the best boots in the world. Whilst we started as a unisex brand focused on classics with function and style, women’s has grown into a key category. 50% of our traffic is female, so it is important we have a female lead who resonates directly with this customer.”
Considered one of Australia’s new wave of personalities, Phoebe Tonkin represents a new generation of Australian spirit.
She rose to prominence after landing the role of Cleo Sertori in H2O: Just Add Water in 2006, and since then her career has taken off with various roles in TV series including Bloom, International Emmy-nominated series Safe Harbour, The Originals and Westworld.
Her feature film credits include lead roles in Bait, Take Down and The Ever After, and she has just completed her writing and directing debut with her short film Furlough.
Commenting on her new partnership with RM Williams, Phoebe Tonkin said: “R.M.Williams is a brand I’ve grown up with and embodies all that I love about being Australian – from the commitment to preserving and championing our land to the culture of friendship we are lucky to have.
“While I’ve been coined as the first female ambassador, the truth is that there are hundreds of hardworking females and Undeniable Characters who have fed into the rich history of the brand. R.M.Williams' commitment to exposing and fostering both new and past Undeniable Characters was something that was immediately appealing.”
Her Undeniable Character campaign will debut in April 2020 with a digital, social and PR activation.
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