Kohl's holiday campaign using national TV, radio


The Kohl’s Department Stores integrated effort emphasizes unprecedented value to all customers this holiday, given the economy and spending outlooks for the season. “Love to Give, Happy to Save” will be communicated across multiple mediums, including television, radio, print, direct mail, email, digital and social media, Kohls.com, mobile, and in-store marketing.

“The state of the economy will definitely affect how consumers plan and shop this holiday,” said Kevin Mansell, Kohl’s CEO. “We understand they feel pressure to find the best gifts at an incredible value, and that’s what we will deliver. From opening our stores at 12 a.m. the day after Thanksgiving — our earliest opening ever.”

This year Kohl’s says it is significantly increasing broadcast spend s. Kohl’s will inspire shoppers who “Love to Give” and are “Happy to Save” with ads that feature moments capturing the joy of giving the perfect gift. Two 30-second national brand television spots began 10/31 and will run throughout the holiday season during such programs as Dancing with the Stars, The X Factor, Grey’s Anatomy, Parenthood, How I Met Your Mother, The National Dog Show and various holiday specials.

A mix of 15- and 30- second TV spots will support Kohl’s key sales events and seasonal merchandise offers. Kohl’s will also sponsor Food Network’s Thanksgiving Live! program on Sunday, 11/20. This two-hour interactive program has top Food Network talent answering viewers’ questions about holiday meals and features exclusive Food Network merchandise available at Kohl’s.

For radio, Kohl’s has bought 30-second national radio spots that debuted 11/1 and run through mid-December. Kohl’s will use live reads throughout the holiday season with Ryan Seacrest, John Tesh and Lia, which will also support this year’s “Love to Give, Happy to Save” Facebook Contest (see below).

Kohl’s will continue to engage Latino consumers via national broadcast TV and radio spots beginning 11/7. The 15- and 30-second dedicated television spots will air on programs including novellas Una Familia con Suerte and La Fuerza del Destino and will feature gift-giving scenarios that demonstrate Kohl’s total value available to all customers.

Like most advertisers of late, Kohl’s is increasing its investment in digital and social media. Kohl’s will leverage Facebook, Twitter and YouTube and engage in ongoing dialogue about Kohl’s brands, programs and gifts and will share select offers on Facebook and Twitter throughout the holiday season. Facebook fans will also receive exclusive savings opportunities during the holidays. New this year, the company will host an interactive charitable contest on Facebook that celebrates the holiday spirit and reinforces the “Love to Give, Happy to Save” messaging. Similar to last year, Kohl’s will have an expanded paid advertising presence on Facebook with online engagement ads.

Throughout November and December, Kohl’s is promote sales events with nine homepage takeovers on AOL, MSN and Yahoo!