Sears Canada’s new campaign is ‘everything’

The struggling retailer hires Strategic Objectives as its new agency of record

Sears Canada has launched a new springtime campaign and named Strategic Objectives as its public relations agency of record as part of its efforts to rejuvenate its ailing brand.

“Everything’s springing up Sears” is the new TV and radio campaign. It includes a 30-second, brightly-coloured TV spot featuring people lounging outdoors and doing a variety of spring-like activities with Sears products, all shot from above. It was created by TBC and runs until April on mainstream networks and specialty channels.

The struggling retailer has also launched its new collection of Debbie Travis patio and home decor, with a multi-platform campaign featuring the reality TV star.

The word “everything” has become important for Sears, says Vincent Power, vice-president, corporate affairs and communications at Sears Canada. The “everything under one roof” concept was launched during last year’s holiday season with the “For everything under the tree, there’s Sears” campaign.

Strategic Objectives was chosen by Sears following a multi-agency review. The retailer did not have a formal AOR recently and instead worked with a selection of agencies on a project-by-project basis.

The PR firm will use an integrated, multi-faceted digital, public, social and influencer relations strategy to promote Sears.

“The traditional flyer by itself isn’t enough anymore,” Power says. Today’s customer responds to everything from Instagram and email to Twitter, he says.

“We need to interact with that person over separate platforms and that’s where we feel [Strategic Objectives] can really be a help.”

The goal is to execute “everything under one roof” in-store and online to recapture consumers 35-50 with school age kids  “that have drifted away from Sears over the past decade,” Power says.

Power says there was previously too much separation among Sears’ channels like catalogues and stores. For important events in families’ lives, like Mother’s Day or Back to School, “we need to be a much more integrated company.”

Strategic Objectives helped kick off its Sears mandate with the #HappyRenewYear program, showcasing Sears’ health and wellness products. It was supported by PR, blogger partnerships, a feature on, and direct mail.

The new Travis line of Tuscan-inspired home products is being promoted with large-scale booths at the National Home Show in Toronto, which runs to March 20, and at the upcoming Cottage Life Show in Mississauga, Ont. Travis is doing media interviews and autograph signings at both shows.

She will also be doing a national media tour to support her new partnership with Sears and participate in a Twitter party in April. Additional elements include a contest to win a trip to Travis’s new villa in Tuscany, Italy.

Travis will be on the front cover of the retail flyer later this month and on the cover of its new 40-page Outdoor Style magalogue that will be mailed to Sears Loyalty Club members.

Sears announced its partnership with home decor star Travis last September. Travis previously launched her own paint and home products line in 2005 at Canadian Tire, which has since been discontinued.

“We have her across all platforms,” Power says. “She’s a perfect fit with Sears. She’s got good quality, great design, but at affordable prices.”

The Travis line will expand to include indoor furniture, tabletop, home décor, and bed and bath items later this year.



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