HMV Canada is set to roll out its new holiday campaign “It’s What They Want” next week. It’s timed to coincide with the start of the holiday shopping season and the release of some big titles in movies (The Dark Knight Rises, The Bourne Legacy) and music (One Direction, Rihanna).
The campaign was developed by the retailer’s internal marketing team and ties-in with a variety of special offers from the company, such as couponing, loyalty point bonuses and exclusive giveaways at point of purchase.
HMV Canada will be heavily promoting “It’s What They Want” on its website, HMV.ca, with custom banner ads, feature pages and contests, as well as through its loyalty rewards program Purehmv, on Twitter and Facebook.
The company is also planning special multi-page pullouts in major dailies and newspaper wraps that will communicate campaign offers and new releases, a targeted OOH campaign, weekly PR efforts and a strong in-store push.
Ads for “It’s What They Want” are slated to appear in the pre-show advertising at Cineplex Theatres in November and December, and in interior light boxes displayed in theatres near HMV locations.
Nick Williams, president and CEO of HMV Canada, said the retailer is adjusting its online and in-store experience to better reflect “evolving consumer trends.” While he would not go into full detail about these changes, they will include a soon-to-be-announced new digital service as well as a targeted loyalty program.
“We want to make sure we have everything people want,” Williams said. “People are consuming content in many different ways. We think we will be showcasing lots of new and different ideas.”
The campaign will run until the end of December.
