Gap Inc., San Francisco, started an integrated holiday campaign yesterday that focuses on the theme of how to give a favorite gift and includes a magalog and its own landing page.
The 32-page guide, “How to Give a Favorite Gift,” features a selection of gift items and more than 100 ideas for making them more thoughtful. The guide is being distributed through various channels including multiple-page inserts and spreads in magazines such as InStyle, Real Simple and Lucky and newspapers such as The New York Times.
Customers who make purchases at www.kodakgallery.com will receive a gift guide in the package, and visitors to Kodak-operated Santa Meet & Greets in more than 60 malls nationwide will get a gift guide along with their photograph when they stand in line to meet Santa. The gift guide also will be available on newsstands at Borders and Waldenbooks from Nov. 22 to Dec. 12.
In addition to gift ideas, Gap's holiday microsite gap.com/howtogive features extras such as a holiday ringtone download and a full-length version of Macy Gray's rendition of “Winter Wonderland.” The site includes tools for making personalized CD labels, gift coupons and an e-mail snowball.
Gap also is teaming with America Online for a Gap Shopping Buddy on AOL Instant Messenger. Beginning Nov. 16, AOL users can ask the Gap Shopping Buddy for gift ideas. In addition, Gap will have prominent advertising placement on AOL on key days through the holiday season.
Gap overhauled its Web site this summer.
Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters