RICHMOND, VA: Children's Wear Digest (CWD), a national retailer of
children's clothing, has launched its first PR campaign. It is searching
for kids to feature on its 2002 catalogue and website.
RightMinds, a Richmond agency, has been chosen to launch the campaign,
which will mainly consist of media relations. The budget for the
campaign is more than $100,000.
The goal of the campaign - besides getting parents to buy clothes from
CWD - is to expand the retailer's database and drive traffic to the
website (www.cwdkids.com). The search for cover kids has been held for
several years, but was done mainly by direct mail.
The 2002 search is the largest national search yet carried out by the
retailer, which hopes to generate thousands of entries from across the
country. The winner will receive a $500 CWD shopping spree, a
trip to Richmond, VA for the photo shoot and, of course, national
exposure on the catalogue and website.
From all the entries, the finalists will be narrowed to 10, and anyone
can vote for the winner. Finalists will be posted on the website by May
1, 2002. Last year, more than 6,000 people voted for their favorite
photos through the site. Any child under the age of 12 is eligible for