Sears and Kmart host media lunch

Today, Sears Holdings Corporation hosted a lunch for reporters and influencers at the Soho Grand Hotel in New York. I went, along with Alex Bruell,...

Today, Sears Holdings Corporation hosted a lunch for reporters and influencers at the Soho Grand Hotel in New York. I went, along with Alex Bruell, our Web coordinator and fashion/beauty reporter, to learn more about what is happening with the marketing for the company, which owns Kmart and Sears. Shannelle Armstrong, director of PR, and Nydia Sahagùn, director of multicultural marketing, were on hand to talk about the direction of the company, upcoming campaigns, and answer questions.

“We’re really trying to be a different brand,” Armstrong said to a small crowd of reporters at the Soho Grand Hotel in New York. “We really want to be in partnership with media.” She spoke about the calendar the company is on—already planning for the holidays—and its upcoming Back-to-School campaign featuring Selena Gomez, its Protege line, and work with LL Cool J.

“We have come back with a vengeance in the multicultural space,” Sahagùn said, explaining that the company had stepped away, only to return about three years ago. They showcased several current Spanish-language advertisements and talked about partnerships with Steve Harvey and Mocha Moms.

Armstrong put it this way: “We have new energy and blood at the business.”

Here at PRWeek, we’ll be tracking this work from Sears Holdings, and will have updates as campaigns launch.

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