Sears in marketing campaign with Hearst Magazines
GDA Staff -- Gifts & Dec, March 3, 2008
Under the rubric “ReImagine You,” the print, digital, and video promotional mix emphasizes Sears spring merchandise including apparel and home furnishings.
Sears cmo Richard Gerstein said themes of “hope, optimism and renewed spirit” are key to the campaign, which includes the mailing of a Hearst-created, 36-page Sears magazine.
Receiving the custom-published product will be 7 million Hearst subscribers to the titles Cosmopolitan; Country Living; Good Housekeeping; House Beautiful; Marie Claire; O at Home; O, The Oprah Magazine; Popular Mechanics; and Redbook. Another 2 million copies will be distributed at Sears stores or through Hearst-owned newspapers in San Francisco, Houston, San Antonio, and Albany, N.Y.
In the ReImagined Homes section, the bedroom is decorated in the House Beautiful mode, while the kitchen is crafted by Country Living, the family room by O at Home, and garage by Popular Mechanics.
TheDailyGreen.com, Hearst’s eco-friendly lifestyle website, will provide some of the editorial material. Also, at the reimagineyourself.com website, consumers can get room-by-room makeover advice from Team ReImagine celebrities such as Ty Pennington, and enter a Sears sweepstakes.
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