Sears Canada has partnered with Astral RadioPlus on a two-pronged promotion positioning the department store as a leading destination for both outdoor items and fashion.
The first phase of the national marketing program, the “Sears Backyard Blitz,” consists of an interactive online game that encourages listeners of 21 radio stations across the country to visit the station’s website and participate in a price-guessing game.
The contest, which features a grand prize of a $2,500 Sears gift card, invites visitors to choose any two of 11 featured backyard products from Sears that they believe will total between $2,400 and $2,500 without going over. Visitors are directed to Sears.ca to find information on each of the products.
The promotion is hosted on participating radio stations’ websites, and is “heavily supported” by both on-air and online messaging, said Astral RadioPlus in a release.
The second phase of the program consists of a series of customized fashion and trend segments called the “Sears Look Reports” airing on 31 Astral RadioPlus-represented stations across the country. The 60-second English and French vignettes feature Sears trend directors Cynthia Florek and Isabelle Paquette respectively.
“Our challenge to Astral is to focus on integrated partnerships and smart solutions that will help grow the [Sears] business,” said Lynn Mayer, vice-president of business intelligence for Sears’ media agency, Vizeum Canada, in a release. “We’ve all moved quickly to create programs that marry Astral’s capabilities with Sears’ unique assets. It’s been a very positive and collaborative start.”
