New Campaign Marks Return to Television and the First Anniversary of the
LOOK! Report
TORONTO, March 1, 2013 /CNW/ - Sears Canada Inc. (TSX: SCC) today
announced the launch of a new national television advertising campaign
that helps bring spring to Canadians longing for better weather with
product ideas available at Sears, and which features the company's
recently launched branding statement: Make Every Day a Great Day.
Working with Unitas Reputation Agency, Sears developed a set of three
15-second commercials that feature the theme of "Spring Things," and
they will run through to the end of March. The advertisements bring to
life the Sears brand by creating a series of happy moments through
sound and animation while featuring an individual hero item: a great
spring dress, a powerful lawnmower and beautiful patio decor. The
advertisements will run on CTV, CITY, Global and CBC as well as
specialty channels such as TSN, Food Network, Slice and W Network.
"Sears is passionate about connecting with families across the country,
and we're excited about using our latest television spots to reach
Canadians with great spring season product mixed with some good
humour," said Calvin McDonald, President and CEO, Sears Canada. "I am
especially proud of this campaign because it represents the essence of
our new brand positioning centered on helping customers have a great
day when they use our products and services."
The three spots will feature products from the spring edition of the LOOK! report, the company's quarterly fashion publication that highlights the
season's newest styles in apparel and home products at prices Canadians
can afford, identified and described by Sears Trend Directors. The LOOK! report, which is celebrating its one-year anniversary with this spring issue,
will be distributed to over 5 million homes this week.
All of the products featured in the commercials are available as part of
the Sears spring LOOK! Collection.
About Sears Canada
Sears Canada is a multi-channel retailer with a network that includes
181 corporate stores, 261 hometown dealer stores, 9 home services
showrooms, over 1,500 catalogue and online merchandise pick-up
locations, 101 Sears Travel offices and a nationwide home maintenance,
repair, and installation network. The Company also publishes Canada's
most extensive general merchandise catalogue and offers shopping online
at www.sears.ca.
SOURCE: Sears Canada Inc.
