FRAMINGHAM, MA: TJX companies T.J. Maxx and Marshalls will launch a collaborative guerilla marketing initiative next week as part of its overall “Re-think Retail” campaign. The retailers aim to educate consumers about the off-price retail concept – discounted designer items - and reach a new consumer target. The campaign opens May 12, and includes both advertising and PR.
“The goal of the campaign is to attract additional shoppers who may be shopping at higher-end stores,” said Laura McDowell, manager of media relations for T.J. Maxx and Marshalls. “The economy provided an opportunity to get the word out about our stores.”
For the guerilla component, the brands, working with AOR Ogilvy PR, will launch minute-long “spendervention” street performances in nine key cities, including New York, Boston, and Los Angeles, in which actors will play friends educating other friends about the value of off-price shopping.
A mobile billboard – a van that displays the TV ads and shows examples of items in the stores that are currently full-price in department stores - will accompany the tour. The team is promoting the initiative via b-roll, a launch event, and national and regional outreach in the local markets. Media categories include fashion retail press and consumer, as well as key fashion, parenting, and budget bloggers.
The team also tapped fashion experts Robert Verde, Alison Deyette, and Lawrence Zarian, and financial expert Farnoosh Torabi to serve as the campaign's “style interventionists.” Verdi is doing national broadcast media, and Deyette is doing a regional media tour. Each expert provided spending tips which appear in an electronic press release.
“We're trying to drive national and regional on- and off-line coverage for the whole dual-brand advertisement,” said Denise Vitola, SVP at Ogilvy PR. "We want media to... understand there's another category of retail, and that T.J. Maxx is really a leader in the category."