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TROY, Mich., and BURBANK, Calif. - Kmart Holding Corp. and the WB Television Network today announced an exclusive integrated marketing campaign to launch five new Kmart back-to-school fall apparel collections and the WB's new season of shows. This marketing partnership is the first of its kind in which a major retail brand is working with a television network to jointly leverage their respective assets for cross-promotional purposes.
As part of the partnership, more than a dozen celebrities from returning hit shows "7th Heaven," "One Tree Hill," and "Reba," as well as new shows "Summerland" and "Blue Collar TV," will wear Kmart's exclusive new fall apparel in the retailer's back-to-school TV advertising and marketing campaign. In addition, The WB's stars will wear Kmart apparel in multiple episodes of the participating shows.
Said Paul Guyardo, senior v.p. and c.m.o. of Kmart: "We're thrilled to be working with the WB and their bright young stars. They've truly helped us bring to life the quality and style of our all-new, exclusive back-to-school collections. The WB is a fantastic marketing partner, and we look forward to seeing this campaign come to life."
Kmart will reach across major media outlets in a comprehensive mix of television, print, newspaper, online, outdoor, contests, spot radio buys, and in-store promotions featuring the WB talent. Outdoor ads will include billboards in Times Square and on the Sunset Strip. The marketing plan also includes a walk-on role for one Kmart customer, product placements, and on-air callouts leading into commercial breaks. Stars of the WB will also make personal appearances at select Kmart stores in New York and Los Angeles.
The campaign is expected to begin on or about July 25 and last through
In return, Kmart will drive its customers to tune-in to the WB's fall lineup by providing tremendous cross-promotional support. The WB's talent and new fall shows will be called out in every element of the marketing campaign. In addition, The WB will receive significant exposure in Kmart's approximately 1,500 stores nationwide through in-store radio, extensive point-of-sale, and "sizzle" reels airing the WB's programming highlights. Over the promotional period the in-store support will expose The WB's celebrities and shows to more than 2 million Kmart shoppers per day, who will carry out nearly 200 million shopping bags with the WB's logo displayed.