Sears, Hearst launch promotional campaign

Sears is partnering with Hearst in a non-traditional promotional campaign to invigorate people's perceptions about its offerings, and offset slumping sales among other hardships.

Sears is partnering with Hearst in a non-traditional promotional campaign to invigorate people's perceptions about its offerings, and offset slumping sales among other hardships. According to the New York Times, the “Reimagine you” campaign will include TV, print, catalogs, signs and displays, e-mail messages, video clips, blogs, and other Web sites. Hearst will create a Web site (http://www.reimagineyourself.com/) and 30+ page booklet to be distributed with a variety of its publications. The booklet will consist of three sections: ReImaginged People, ReImagined Homes, and ReImagined Stuff, reports CNN. Hearst will promote the campaign across multiple online publications, and anti-up its editors to appear in TV ads.

The campaign reflects a growing necessity for companies to adhere to a broader media space, and, according to the Times, “speaks to the interest among media companies in customizing plans for major marketers, the better to capture a larger share of their dollars.”

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