USA Today airport store to take off

Share this content:

USA Today plans to extend its brand footprint by opening a USA Today Travel Zone store in New York's LaGuardia Airport. It is scheduled to open in the first quarter of 2008.

The store will feature a line of USA Today products, including books, calendars and gifts. Merchandise at the store will be displayed under the newspaper's traditional color scheme - lifestyle products under purple, sports in red, financial goods in green and news in blue.

"We think a USA Today store in airports is a great extension of our brand given the close relationship we have with business and vacation travelers," said Christy Hartsell, director of brand licensing for USA Today.

HDS Retail, an established player in airport concession space, holds the license to the USA Today Travel Zone. HDS will be responsible for development, staffing, stock, marketing and merchandise but will be working closely with the paper on handling the brand name.

"USA Today launched a brand licensing strategy in 2006 with the goal of extending our brand into new product areas to generate new revenue and audience and, ultimately, driving new customers to USA Today's core products," Hartsell said.

More than half of USA Today's daily circulation is dependent on bulk sales to hotels and other travel-oriented businesses. Hartsell added that USA Today advertisers may be able to participate in Travel Zone in the future.

USA Today has been working on a host of expansion projects lately. The paper began offering widgets to online readers earlier this month.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above