Cost Plus World Market's First Film Promo

Oakland, Calif. -- Specialty retailer Cost Plus World Market recently embarked on the company's first integrated film promotion with the Sony Pictures blockbuster "Eat Pray Love," an effort that executives say was the perfect way to break into the business of movie merchandising."It's a great fit for us because similar to the movie's character, our buyers travel the world to find inspiration from new places and different cultures," explains Liz Allen, senior vice president of marketing.Based on Elizabeth Gilbert's best-selling 2006 memoir, "Eat Pray Love" stars Julia Roberts and tells the story of a woman searching for her way through exquisite travels. Cost Plus World Market executives say they instantly recognized the synergy between the two brands along with tangible ways to capture the hearts -- and dollars -- of the movie's captive female audience."We appeal to consumers who are looking for unique and affordable products for home entertaining, decorating and gift giving," says Allen. "This promotion resonates with them because Cost Plus World Market is able to bring the 'Eat Pray Love' experience into their homes by offering authentic products for these occasions."The promotion, which ran from July 17 to August 28 in each of the retailer's 263 U.S. locations, was promoted in-store with designated "Eat Pray Love" shops, devoted to the three geographic areas visited in the movie -- Italy, India and Indonesia. Shops included in-store marketing materials such as banners, grid toppers, tabletop signs and shelf liners.Targeting female consumers ages 18 to 55, Cost Plus World Market featured an array of "Eat Pray Love"-inspired items such as tunics, journals and yoga bags that were either officially licensed, chosen by world-traveling Cost Plus buyers or part of the store's existing inventory. Examples include the movie's officially licensed Rosewood prayer beads and a replica day bed from the movie.Besides product support, Cost Plus World Market created an online and in-store sweepstakes that ran through the month of August, awarding customers the chance to win a trip for two to Italy, India or Bali, a private screening of the movie and a $1,000 Cost Plus World Market gift card. The store also partnered with California-based Republic of Tea for a limited-edition offering of an "Eat Pray Love" tea, infused with blood oranges from Italy, black tea from India and cinnamon from Indonesia. It was packaged in a recyclable collector's tin with label art from the film. The store was the exclusive retailer of the "Eat Pray Love" tea, and Republic of Tea hosted tea samplings in some stores to launch the promotion.Cost Plus World Market is just one of many retail entities that have partnered with the "Eat Pray Love" franchise. Television retailer HSN recently devoted an entire weekend to the movie and a long list of "Eat Pray Love"-inspired products. There is also a fragrance line by Fresh and signature T-shirts from Signorelli.Increased exposure via the "Eat Pray Love" promotion may contribute to the growth of the chain's World Market Explorer Program, a loyalty program that launched in September 2009. The program offers customers rewards and exclusive benefits, including free coffee for every six packages purchased and special discounts on the store's most popular products."We measure success by how well a program resonates with our customers, and we're constantly fine-tuning our programs to respond to their needs," says Allen. "We've received very positive responses with the 'Eat Pray Love' promotion and will continue to pursue other opportunities that drive brand awareness and loyalty."

Cost Plus World Market's First Film Promo

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