Kmart Finds WB Network Good Fit for Fall Promos

Kmart and The WB Television Network are teaming up to cross-promote five new Kmart back-to-school fall apparel collections and The WB's new season of shows. More than one dozen celebrities from returning shows 7th Heaven, One Tree Hill and Reba, and new shows Summerland and Blue Collar TV, will wear Kmart's new fall apparel in the retailer's back-to-school TV advertising and marketing campaign. In addition, The WB's stars will wear Kmart apparel in multiple episodes of the participating shows.In-store promotions will include appearances by WB talent, in-store radio spots, P-O-P materials, shopping bags featuring the WB logo, and loops airing WB's programming highlights on TV sets. Over the promotional period, the retail campaign will expose WB's celebrities and shows to more than two million shoppers per day in Kmart's 1,500 stores nationwide. Television, spot radio, print, newspaper, online and outdoor ads and consumer promotions are also planned. Outdoor ads will include billboards in Times Square and on the Sunset Strip. Stars of The WB will also make personal appearances at select Kmart stores in New York and Los Angeles. The campaign is expected to begin around July 25 and continue through September 16.A "Look the Part, Get the Part" contest in all Kmart stores nationwide will invite contestants to submit photos of themselves wearing apparel from the same Kmart proprietary brands featured in the campaign. Winners will receive a trip to Hollywood for a walk-on role on The WB this fall.All creative for the campaign is being developed by Grey Worldwide, Kmart's agency-of-record. The print portion of the campaign will be shot by fashion and celebrity photographer Peggy Sirota. Thirty-second television commercials will be shot by director Dewey Nicks.Five of Kmart's exclusive apparel collections were matched to appropriate WB shows:Thalia women's apparel will be featured on One Tree Hill.Route 66 men's and women's casual wear and denim fashions will be featured on 7th Heaven and Reba.Joe Boxer intimate apparel, home accessories and outdoor entertaining accessories will be featured on Blue Collar TV.Athletech men's and women's sport and athletic apparel will be featured on Summerland.Gear 7 men's urban and hip hop-inspired apparel will be featured on One Tree Hill."It's no secret that launching a network's television season gets harder every year," said WB's co-president of marketing, Bob Bibb. "At the same time, we are always looking for brand extensions that help our loyal advertisers, like Kmart, and add value to our marketing goals. This promotion is the best of all worlds."

Kmart Finds WB Network Good Fit for Fall Promos

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