Sears promotes change with ReImagine You spots

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Sears retools into five units
Sears retools into five units

Sears tries to hit on several popular topics in a spring marketing campaign built around makeovers for the individual and the home, green tips and giving customers a chance to enter a sweepstakes and win money to pay off their mortgages.

The ReImagine You campaign is Sears' primary spring campaign for in-store, print, TV and online. It includes an integrated program with Hearst Magazines that will see a 36-page standalone magazine outsert, titled ReImagine You!, polybagged with the April issues of Cosmopolitan, Country Living, Good Housekeeping, House Beautiful, Marie Claire, O at Home, O, The Oprah Magazine, Popular Mechanics and Redbook. The outsert was created by Studio H, Hearst's in-house ad agency.

The content will include a section on unique people who have reinvented their lives, focusing on the products they used for their reinvention; shots showcasing a series of rooms and the people who live in them, and Hearst Magazines' editors' favorite products.

"ReImagine You is a great way to extend the message of affordable aspiration," said Michael Clinton, EVP, CMO and publishing director at Hearst Magazines, in a statement. "Through this program, we hope to show consumers that reinventing their home, wardrobe or overall lifestyle is well within reach."

The outsert will be distributed to the 7 million subscribers of Hearst magazines while an additional 400,000 copies will be distributed via four Hearst Newspapers: Albany Times Union, Houston Chronicle, San Antonio Express-News and San Francisco Chronicle. Sears will make 2 million copies available at its stores and other outlets.

The online component of the program includes a co-branded Web site featuring unique content created by Studio H. The Web site, http://www.reimagineyourself.com/, will have a digital version of the ReImagine You magazine with direct links to the featured products on Sears.com. The online program will be promoted throughout the Hearst Digital Network.

The content in the magazine and online includes many green tips provided by editors at TheDailyGreen.com, Hearst's Web site about green living. Other Hearst editors also contribute and will appear in national TV broadcast spots.

The Sears Home Giveaway sweepstakes, promoted in the Hearst print and digital content and other Sears marketing vehicles, will allow consumers to win $300,000 toward their mortgage or toward the purchase of a new home. Customers will be entered to win every time they use their Sears credit cards.

The campaign will be extended to Sears stores, circulars and the company's Web site with ideas from the outsert appearing in these vehicles.

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