New Sears store will help the state of Chicago's State Street

CHICAGO: Sears Roebuck and Co. is launching a PR campaign for its new Chicago store that will include having an Australian performing artist group live in the store's windows for two weeks.

CHICAGO: Sears Roebuck and Co. is launching a PR campaign for its new Chicago store that will include having an Australian performing artist group live in the store's windows for two weeks.

CHICAGO: Sears Roebuck and Co. is launching a PR campaign for its new Chicago store that will include having an Australian performing artist group live in the store's windows for two weeks.

The performers, Urban Dream Capsule, will be the most visible aspect of the campaign that includes community relations, direct mail and media relations and an opening ceremony at the store May 23, said Rebecca Sullivan, Sears' communications manager.

The retailer has taken on Chicago firm Margie Korshak to assist in the campaign, but Sullivan would not discuss how much will be spent.

Sears is doing more than its normal store opening activities for the new Chicago store. The new outlet signals the company's return to Chicago's State Street retail district where it closed a store in 1983 when the area was in decline.

The city has been working to revitalize State Street in recent years and the Sears store is a major shot in the arm for the endeavor to rejuvenate State Street's retail offerings.

'It is one of our priorities for the year. We have a very aggressive program planned,' said Sullivan.

Four members of Urban Dream Capsule will live in rooms within the Sears store windows from June 12 to June 25. Each room will be equipped with items sold at Sears, such as appliances in the kitchen. The four will be visible from the street and from inside the store, performing and interacting with passersby.

Advanced media relations work for the store already has garnered coverage in the Chicago Tribune. Sears' PR people also hope for coverage from the African-American media, which should be interested in an African-American gift shop, Unity Square, which will be located inside the new store.

Sears will try to get media attention for other unique aspects of the store, such as its drive-through pickup window, which is an unusual amenity for an urban location, according to Sullivan.



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