Live Translations: Sears Brings Spring To The Streets - Event Marketer

Live Translations: Sears Brings Spring To The Streets

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Sears Roebuck and Co. brought its spring-themed TV spots to life in New York City last Tuesday. One hundred women dressed in identical apparel featured in the commercials walked together through Manhattan distributing style guides coupons and Gerber daisies.

The models walked from Bryant Park to Grand Central Terminal and then to Times Square. Although the company does not have any retail locations in Manhattan Glori Katz Sears’ director-broadcast advertising told Buzz the location made sense for NYC’s buzz-generating ability and the sheer number of consumers the brand could reach.

The event was one element of the company’s Spring Changes Everything campaign which highlights products including apparel grills and lawn and garden equipment. “Customers think about spring as a time of renewal and change and we want to get them excited about the range of products we have that really fit into their spring mindset ” Katz said. Agencies: Young & Rubicam New York City (creative); Event Ability New York City (execution).

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