Sears Launches Spring Marketing Campaign
Integrated Multi-Channel Effort Comprises Broadcast and Print Advertising, In-Store Experience, Direct and Online
Sears, Roebuck and Co. will differentiate itself from other retailers this spring by launching a fully integrated marketing campaign: Spring Changes Everything. The campaign captures the feeling of renewal, change and new growth and is designed to get customers excited about all that Sears has to offer this spring season.
"Because Sears provides everything from the latest innovations in lawn and garden equipment to pretty and feminine spring fashions, Sears has a unique opportunity to be a one-stop destination for springtime solutions," said Joan Chow, senior vice president and Sears' chief marketing officer.
Sears brings the "Spring Changes Everything" campaign to life through a variety of marketing vehicles, including broadcast and print advertising, event marketing, in-store signage, mall tours, direct mail, online programs and public relations. Creative was developed by Y&R Chicago.
-- TV Ads: 30-second lead spot launched the season on March 26. In the
spot, viewers see a series of what appear to be plants and flowers in
bloom -- a closer look reveals the blossoming of Sears' lawn & garden
items. Captured in 3D animation, the vibrant images showcase all the
larger-than-life items available at Sears.
-- Print Ads: Presence in top shelter and women's publications including
Better Homes and Gardens, House and Garden, InStyle, Lucky, Women's
Day, etc.
-- Event Marketing: Spring kick-off the week of April 10 in NYC with a
one-of-a-kind event -- 100 women dressed in the same Sears apparel
"swarm" the streets of NYC to distribute style guides, coupons and
flowers.
-- Online: Look and feel is consistent with the overall campaign.
Moreover, customers can sign up for e-blooms, which provide various
tips and deals each day that are available exclusively online.
-- Mall Tours: Sponsorship of two mall tours -- Road to the Daytime Emmys
with ABC and Spring Fashion Show with Hearst publications.
Sears will coordinate promotional messaging and offers around core product categories, including lawn and garden, outdoor living, tools, apparel and home services. Product solutions encompass landmark brands -- Kenmore, Craftsman, DieHard and Lands' End -- as well as home services that prepare customers' homes for the season.
About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at .
SOURCE: Sears, Roebuck and Co.
CONTACT: Corinne Gudovic of Sears, Roebuck and Co., +1-847-286-3226; or
Scott Anderson of Young and Rubicam, +1-949-754-2092
Web site: