Intimate apparel company Maidenform is launching a new US national advertising campaign under the banner "This Feels Right".

The new campaign, which debuts on 1 April, encompasses print, digital and out-of-home strategies.

The Via Group will be the company's partner in the project. The initial positioning uses the strapline.

"Out with the old. In with the new" and features Maidenform's new Breakthrough backless bra.

The overall campaign will then incorporate other Maidenform launches throughout the rest of 2008.

The print part of the campaign will feature in magazines including Cosmopolitan, Glamour, People en Español and InStyle, while the digital component takes in MySpace and women's lifestyle, celebrity, entertainment and fashion portals.

"We are excited about our new campaign initiative that will reinforce Maidenform's ongoing commitment to build upon our strong brand equity in the marketplace," said Maidenform president Maurice Reznik.

"We have redeployed our marketing for Maidenform with the focus to further contemporise the brand, and tap into a lifestyle that connects with our current customer and targeted consumer base."