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Retailer Brookstone has hired Cramer-Krasselt Hampel Stefanides to conduct an integrated fourth-quarter advertising and marketing push. The holiday campaign will be followed by broader branding and public relations efforts, which will run through 2007.
The Brookstone holiday ads juxtapose holiday “wants” against everyday “needs.” The ads also suggest that gift giving is not only about the receiver, but says a lot about the giver as well. The campaign features the headline, “Give Them What They Want.”
Different creative executions are scheduled to appear in print and online media, including The Wall Street Journal, USA Today, Food.com and weather.com. The ads are meant to drive consumers to Brookstone’s website, catalog and 310 stores.
The 360-degree campaign will include in-store promotional materials and PR support via CKPR, Cramer-Krasselt’s public relations subsidiary.
CKPR’s holiday campaign will focus on key Brookstone products, including the new iGallop Core and Abs Exerciser and Five-Day Wireless Weather Forecaster.
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