Sears, Roebuck and Co. (Hoffman Estates, Ill.) has announced the release of a new ad campaign featuring Ty Pennington, star of television’s “Extreme Makeover: Home Edition.” The campaign celebrates Sears as “an exciting shopping destination and showcases the breadth and quality of its stores’ product assortment, with something for everyone in the family.”
Pennington stars in four new ads, currently running nationwide. The ads point to various departments Sears has recently tried to transform, such as consumer electronics, ready-to-wear, kids and home appliances.
“Beyond advertising and promotions, this effort is truly coming to life inside our stores for our customers,” said Janine Bousquette, Sears executive vp and chief customer and marketing officer. “This fall, Sears shoppers will find more exciting fashion and an incredible range of innovative products, from electronics and tools, to home appliances and more.”
The retailer will accompany the ad campaign with a new company logo. “Its lower case lettering, softer blue letters and a sharp red arc under the name reflect a more contemporary and accessible retailer,” Sears said in a statement. The new logo will appear in Sears print materials and broadcast advertising, as well as in signage and other applications.
In addition to the advertising campaign, Pennington is currently involved with Sears’ marketing promotions, public relations, community outreach and in-store appearances. He also is partnering with the company’s product design and development team to conceive new products with what the retailer says will have “a tremendous sense of style, which are expected to appear in Sears’ stores next year.”