Brookstone hires first agency of record, announces holiday campaign

Brookstone has hired Cramer-Krasselt | Hampel Stefanides and its subsidiary CKPR to conduct an integrated fourth-quarter advertising and marketing push.

As the Merrimack, NH, multichannel merchant's first agency of record, Cramer-Krasselt will follow the holiday campaign with a broader branding effort. CKPR will manage a public relations outreach effort through 2007.

Brookstone's holiday ads juxtapose holiday "wants" and against everyday "needs." The ads also suggest that gift giving is not only about the receiver, but says a lot about the giver as well.

The campaign features the headline "Give Them What They Want," reflecting the idea that Brookstone is a purveyor of things that people want.

The ads will appear in print and online media, including The Wall Street Journal, USA Today, www.food.com and www.weather.com. The campaign will also include in-store promotional material and public relations support via CKPR.