Sears will is launching a fully integrated marketing campaign: Spring Changes Everything, which captures the feeling of renewal, change and new growth and is designed to get customers excited about all that Sears has to offer this spring season. "Because Sears provides everything from the latest innovations in lawn and garden equipment to pretty and feminine spring fashions, Sears has a unique opportunity to be a one-stop destination for springtime solutions," said Joan Chow, Sears SVP and chief marketing officer. Sears brings the campaign to life through broadcast and print, event marketing, in-store signage, mall tours, direct mail, online programs and PR. Creative was developed by Y&R Chicago.

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-- TV: 30-second lead spot launched the season on 3/26. In the spot, viewers see a series of what appear to be plants and flowers in bloom -- a closer look reveals the blossoming of Sears' lawn & garden items. Captured in 3D animation, the vibrant images showcase all the larger-than-life items available at Sears.

-- Print: Presence in top shelter and women's publications including Better Homes and Gardens, House and Garden, InStyle, Lucky, Women's Day, etc.

-- Event Marketing: Spring kick-off the week of April 10 in NYC with a one-of-a-kind event -- 100 women dressed in the same Sears apparel "swarm" the streets of NYC to distribute style guides, coupons and flowers.

-- Online: Look and feel is consistent with the overall campaign. Moreover, customers can sign up for e-blooms, which provide various tips and deals each day that are available exclusively online.

-- Mall Tours: Sponsorship of two mall tours -- Road to the Daytime Emmys with ABC and Spring Fashion Show with Hearst publications.