NEW YORK — In a move to persuade customers that its store shelves are amply stocked with holiday goodies, Kmart Thursday unveiled its new marketing campaign, “Get More Gifts, Spread More Cheer.”
The campaign, which kicks off Sunday with national television commercials, includes broadcast and weekly newspaper insert advertising, in-store promotions and giveaways and community grassroots initiatives throughout the holiday season.
Kmart said one goal of the campaign is to increase the frequency of customers’ store visits and the number of items in each basket.
The 15- and 30-second commercials on national cable and network outlets will highlight in-store sales events and promotions, while the weekly advertising circular will focus on driving traffic and sales by featuring the hottest gift ideas and product categories of the season.
Santa Claus is set to arrive at all Kmart stores on Nov. 23, bearing a special toy surprise for the first 150 children to visit him at each store. The day after Thanksgiving, the first 300 customers at each store who make a purchase will receive a complimentary copy of the Martha Stewart Holiday Baking Issue.
Various commercials set for television, broadcast cable and movie theaters will run from mid-November through the end of December. The ads include the new Martha Stewart Everyday Holiday collection, updated Joe Boxer commercials featuring Vaughn Lowery and his Boxer boogie steps and Spanish-language television commercials.
The bankrupt discounter will continue its tradition of sponsoring the U.S. Marine Corps Reserve Toys for Tots program and the Salvation Army Bell Ringer program nationwide.
This story first appeared in the November 15, 2002 issue of WWD. Subscribe Today.