HOFFMAN ESTATES, IL: On April 11, Sears will launch the PR component of its Spring Changes Everything campaign when 100 women dressed in the same Sears apparel "swarming" the streets of Manhattan handing out style guides, coupons and flowers.
Corinne Gudovic, manager of PR at Sears said the women would also be talking to people on the street and making stops "to relevant media such as the Today show window, Good Morning America and Fox and Friends."
The PR component of the campaign, which includes TV and print ads, an online component and mall tours, is being handled in-house.
Gudovic said Sears has been putting more emphasis recently on these types of events.
"We did holiday events like the pop-up store and snow globe in Times Square," Gudovic said. "Now we're moving into more of this type of thing where we're looking to create buzz and bring our seasonal campaigns to life through these type of events."
Other components of the campaign include TV ads, a 30-second spot debuted on March 26; print ads in women's publications including Better Homes and Gardens, House and Garden, InStyle, Lucky and Women's Day; an online component where customers can sign up for e-blooms, which provide various tips and deals each day that are available exclusively online; and mall tours, Sears will be sponsoring two mall tours--Road to the Daytime Emmys with ABC and Spring Fashion Show with Hearst publications.