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Sears, struggling with slipping sales, has partnered with Hearst Magazines to launch a campaign with the theme, “Reimagine You,” which will include TV, print, catalogs, signs and displays, email, video clips, blogs and other websites. The online portion of the ad buy is part of the company’s move to boost its digital investment to five times what it was in the spring of 2007.
The campaign is estimated at $50 million to $75 million, writes The New York Times.
Looking for a way to take products and turn them into experiences, Sears has teamed with Hearst Magazines for elements of the campaign, moving beyond a straight-forward print campaign. For example, a 32-page booklet, Reimagine You, will be distributed with 9 Hearst magazines, including Cosmopolitan, O: The Oprah Magazine, Redbook and Popular Mechanics.
It is also being distributed in the Sunday editions of The Houston Chronicle, The San Antonio Express-News, The San Francisco Chronicle and The Times Union in Albany.
Hearst is adding Sears content to its TheDailyGreen.com website, and Sears is buying a significant amount of space on the websites of the nine Hearst magazines that will carry the Reimagine You booklet.
The partnership is a sign of Sears’ commitment to finding media companies to help the company “go to market differently,” rather than “buying pages for pages’ sake,” says Richard Gerstein, chief marketing officer at Sears. It is also an indication that media companies are getting creative and offering advertisers customizable packages in the hopes of capturing a larger share of their ad budgets.
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