Tribune Media Net, the national advertising sales organization for Tribune Company, today announced a multi-platform campaign on behalf of Sears. The “Reinvent Your Kitchen” promotion will tie-in with Sears’ major presence at the 2008 Kitchen/Bath Industry Show (KBIS) in Chicago, April 11-13, and extend the company’s “Reimagine You” spring marketing campaign.
“Our role at TMN was to create an integrated marketing solution for Sears to position themselves as the best source for affordable and high-quality kitchen appliances,” said Ken DePaola, Tribune Media Net president. “By linking our messaging to KBIS, we have the additional opportunity to educate consumers about the latest kitchen innovations. Sears is a great partner, and we’ve put together a high-profile communications package designed to reach and motivate a huge consumer audience.”
Tribune’s multi-channel promotion will reach consumer audiences in key markets throughout the U.S. via radio, television and newspaper elements:
- Radio – two weeks of pre-show promotion on Chicago’s No. 1 radio station, WGN 720. Events will include a Sears “Reinvent Your Kitchen” appliance prize contest valued at more than $15,000, and a live KBIS-related feature interview on the Spike O’Dell morning program. No purchase is necessary to enter the contest. Consumers/listeners can go to the wgnradio.com contest page and click on “Re-Invent Your Kitchen with Sears” icon for all the rules and to enter the contest.
- Television – 30-minute custom produced TV special airing in nine major markets (including New York, Los Angeles and Chicago) April 5-6. The show will take viewers behind the scenes at KBIS, previewing the latest kitchen innovations.
- Newspaper — glossy, full-color post-KBIS special edition topping nine Tribune newspapers on April 16. Total distribution will be over 2 million pieces.
“Spring is all about renewal and optimism, and the perfect time for consumers to upgrade or completely remodel their kitchens,” said Richard Gerstein, chief marketing officer for Sears. “This promotional campaign with Tribune will give consumers a sneak peek at many exciting products and trends from Kenmore and all the great brands that are available at Sears. And they’ll see that Sears is ready to help build or improve the most important room in their homes.”