Talbots, Hingham, MA, is doing an end run around the Super Bowl this weekend with its sweepstakes campaign promoted through newspaper inserts and print ads.
“This campaign was a fun way for us to present an alternative to the football game if customers so desire and also an effective way to introduce the spring line,” said Margery Myers, vice president of corporate communications at the cataloger/retailer.
The sweeps campaign, handled by Arnold Communications, Boston, will run today through Jan. 30 and includes a special edition, boutique-size shopping bag inserted into 300,000 copies of The New York Times. The bags are imprinted with the question, “Football not your game?” and encourage consumers to go to a Talbots retail location to enter the sweepstakes. Print ads will run in major market newspapers throughout the United States beginning today.