Sears Grants Holiday Wishes
NEW YORK Sears is encouraging consumers to help grant the holiday wishes of 29,000 members of our active military under its “Heroes at Home Wish Registry.”
Beginning today, Veteran’s Day, consumers can go to Sears.com or in-store to purchase gift cards for the families of servicemen and women who are currently overseas or experiencing hard times.
To promote the effort, MyNetworkTV, is running a two-hour, Sears-sponsored Heroes at Homespecial tonight at 8 p.m. Hosted by Howie Long, the special tells of the stories of six service members who share their experiences in Operation Iraqi Freedom and Enduring Freedom.
The military effort, which runs through Dec. 24, dovetails with Sears’ new “Don’t just give a gift. Grant a wish” ad campaign that debuted last week. Spots feature a series of vignettes including Ty Pennington receiving his first toolbox and L.L. Cool J getting his first turntable from his grandfather (the rapper launched his fall line with the Sears earlier this year). Y&R, Chicago, created the TV and print effort.
“Individual gifts can change a person’s life,” said client repT om Aiello.
The retailer spent $260 million on media through August and $515 million in 2007, per Nielsen Monitor-Plus.
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