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From Home Furnishing Business

New Sears Campaign Highlights Possibilties for Home

By Home Furnishings Business in Advertising on May 2007 Sears has introduced a fresh marketing campaign centered on ads that invite customers to imagine the endless possibilities for life at home.

The campaign, which includes the tag line, €œSears. Where it begins,€ presents products, services and solutions that Sears offers customers through the different stages of their lives.

The image of a book is the structure for the campaign that includes television commercials, print circulars, online impressions, in-store signs and other marketing vehicles. Through the image, the campaign suggests shopping at Sears is like opening a book with a story about life at home. Designed to offer a nod to Sears€™ heritage and to speak to customers about their needs and lifestyles, the campaign was created by Y&R in Chicago.

The commercials will run nationally on network, cable and syndicated television and will be shown on programs, including the season finales of Fox€™s €œAmerican Idol€ and ABC€™s €œExtreme Makeover: Home Edition,€ €œDesperate Housewives,€ €œBrothers and Sisters€ and €œDancing with the Stars.€

€œOur customers are busy, practical people who attach a great deal of importance to their homes and the time they spend there with their families,€ said Maureen McGuire, chief marketing officer for Sears Holding. €œSears has a long history of making their everyday dreams come true. The campaign shows how shopping at today€™s Sears can inspire them to imagine and fulfill new possibilities for every chapter of their lives.€

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