Kohl’s holiday campaign using radio, TV


Kohl’s Department Stores announced its 2009 fully integrated holiday marketing campaign, which builds on the company’s “The More You Know, The More You Kohl’s” platform. It will educate customers about how to shop smart and stretch their budgets by using stackable savings opportunities such as Kohl’s Cash, special deals during special hours, Kohl’s Charge Card offers and more.

The campaign will employ broadcast and print advertising, digital and social media, Kohl’s Charge Card promotions, direct mail, e-mail outreach, targeted Latino advertising, in-store marketing and PR.

Kohl’s has taken advantage of current media marketplace conditions and optimized mediums with a high ROI to ensure an even stronger presence than last year. This includes an enhanced radio presence and an increased investment in direct mail and digital advertising.

Kohl’s will leverage a buyer’s market to spend less while delivering the same impressions as last year. Similar to “The More You Know, The More You Kohl’s” spots that have aired this year, the holiday broadcast features savvy Kohl’s shoppers sharing how they found thoughtful gifts for loved ones at unbeatable values by bundling Kohl’s savings tools like Kohl’s Cash, Kohl’s Charge Card opportunities and special deals during special hours.

Kohl’s will run two, 30-second national brand television spots during the season. The first of these will debut 11/2 and will air throughout the season during shows such as Grey’s Anatomy, The Office and CSI. Kohl’s television advertisements will also support multiple events with a mix of 15- and 30-second spots. Kohl’s will take advantage of radio’s strong reach and ROI. Various 30-second national radio spots will air beginning 11/2. The week of Thanksgiving, Kohl’s will engage customers in top markets with significantly more radio support than last year. DJ integration, leveraging Ryan Seacrest, Billy Bush, John Tesh and Lia, will also remain an important component.

Kohl’s will increase its investment in digital and social media by 25% to execute a comprehensive, aggressive digital marketing strategy, leveraging social media and online advertising. This reflects the continuing trend of consumers strategically researching their purchases online. In fact, two-thirds of Kohls.com customers are searching for their next in-store purchase.

Throughout November and December, Kohl’s will promote outstanding sales events with nine homepage takeovers at popular online sites such as AOL, MSN, and Yahoo! New this year, at more than 30 newspaper websites.

New this year, the company will also strengthen social marketing components by seeding popular consumer blogs with merchandise giveaways. Also new this year, Kohl’s will also leverage its Facebook page, with more than 700,000 fans. Kohl’s Facebook page will adopt the look and feel of Kohl’s holiday campaign and support the company’s offers already in the marketplace.

Kohl’s will continue to tailor specific marketing efforts toward Latino consumers with one national television spot that will first air on Nov. 9 and run throughout the season during shows such as Sortilegio and 12 Corazones. New this year, beginning Nov. 9, Kohl’s will air a national radio spot that will run throughout the season. Using “The More You Know, The More You Kohl’s” as a foundation, Latino-targeted holiday television and radio ads convey the anticipation and family atmosphere that help make the holidays special. Spots continue to highlight Kohl’s national and exclusive brands such as Food Network, Candie’s and Levi’s, as well as key Kohl’s differentiators like Early Bird special sales hours, Kohl’s Cash and more. Three national Latino event television spots will also support key sales events throughout the season.