Time Inc. Brings 'This Old House' to Home Depot - Event Marketer

Time Inc. Brings ‘This Old House’ to Home Depot

DB_SIlver_Time Inc_2005 Ex
Brand: TIME INC.
Agency: US CONCEPTS
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2005

Decades before Ty Pennington made it an extreme event, This Old House showed DIYers how home improvement was done. To mark the show’s 25th year, Time Inc. created a mobile fixer-upper environment where fans could meet the show’s stars and learn about new home improvement products.

The tour staged a mock TV set at Home Depot stores in Atlanta, Boston, Chicago, Detroit, Los Angeles and New York City. Vignettes featured sponsors’ products and services, live demonstrations and interactive kiosks to keep shoppers entertained and informed.

This Old House hosts signed autographs, fielded questions and recreated segments from the show. Instructional clinics by vendors were simulcast on large screens near the stage; and consumers played interactive games and sweeps for chances to win Home Depot gift cards and other prizes.

Cumulative attendance of 14,000 more than doubled Time’s pre-tour projections. Stores in those markets saw sales jump by 17.6 percent, with participating vendors seeing a 14.3 percent sales increase. It’s true: If you build it, they will come.

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