BestSelections.com Breaks First Ad Campaign; Multi-Media Campaign Supports Launch of Redesigned Web Site.NEW YORK--(BUSINESS WIRE)--Nov. 10, 1999-- BestSelections.com has just launched a national multi-million dollar advertising campaign for the holiday shopping season, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Jody Owen, President and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of BestSelections.com (www.BestSelections.com), the luxury and specialty goods Web site. The campaign takes a multi-media approach with a powerful concentration of print ads, regional radio spots and television tag ads throughout November and December. BestSelections.com will also maximize its presence with a series of banners on on-line shopping channels Shopping channels are television specialty channels that present shopping related content, particularly for home shopping enthusiasts. Home shopping pioneers:
The multi-million dollar advertising campaign coincides with the recent redesign of BestSelections.com's Web site. The redesigned site offers thousands of new items, more superb stores in which to shop and advanced technology and upgraded customer service that enables shoppers to navigate the site effortlessly, making on-line shopping a breeze. Only the Best (and Most Unique) BestSelections.com enables armchair shoppers to go global, visiting some of the world's most sophisticated stores in the click of a mouse. Presenting a wide variety of luxury and unique specialty items from under $50 to over $100,000, BestSelections.com offers 11 different categories of merchandise, including: antiques, edibles, jewelry jewelry, personal adornments worn for ornament or utility, to show rank or wealth, or to follow superstitious custom or fashion. The most universal forms of jewelry are the necklace, bracelet, ring, pin, and earring. , apparel and home design. BestSelections.com's stores read like a Michelin guide to world-class travel and include Greenleaf & Crosby of Palm Beach, Catherine Prevost Designs of London, the Hollander Collection of Aspen, and New York's Joan & David, Davide Cenci, Diane James Floral Designs Floral design is the art of using plant materials and flowers to create a pleasing and balanced composition. Evidence of refined floristry is found as far back as the culture of Ancient Egypt. There are many styles of floral design. and Manhattan Fruitier. Other luxury and specialty stores are represented in such markets as The Hamptons, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , Dallas, Chicago, Newport, Santa Fe Santa Fe, city, Argentina Santa Fe, city (1991 pop. 341,000), capital of Santa Fe prov., NE Argentina, a river port near the Paraná, with which it is connected by canal. and Scottsdale. "How the Other Half Clicks(TM)" BestSelections.com's ad campaign, created by Ziccardi & Partners, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , was launched in the East Hamptons Star and Dan's Paper at the recent tony Hamptons International Film Festival. The print campaign then went national with VOGUE's "Millennium" issue in November, with a full page announcing the look and positioning of BestSelections.com's Web site, and a colorful selection of BestSelections.com's fabulous merchandise. This will be followed by a rush of ads in a variety of lifestyle, fashion, travel, business and general interest magazines and newspapers, with both a regional and national focus, throughout November and December. These include: VOGUE, THE WALL STREET JOURNAL, THE NEW YORK TIMES MAGAZINE, NEW YORK MAGAZINE, COSMOPOLITAN, TRAVEL & LEISURE, DEPARTURES, TOWN & COUNTRY, INSTYLE, W, GOURMET, HOUSE & GARDEN, VANITY FAIR, NEW YORK AND SAN FRANCISCO PLAYBILLS and SAN FRANCISCO MAGAZINE. The magazine ads beckon beck·on v. beck·oned, beck·on·ing, beck·ons v.tr. 1. To signal or summon, as by nodding or waving. 2. seductively with two different creatives: a woman angel in prayer standing along a shore, with the tag: "Because you want your caviar caviar or caviare (kăv`ēär), the roe (eggs) of various species of sturgeon prepared as a piquant table delicacy. to come to you" and a man in an overly tall top hat, sitting on a rock, with the caption: "Because you don't have time for conventional shopping during black tie season" The ads carry the playful but straightforward message: "BestSelections.com - How the Other Half Clicks(TM)." "We selected Ziccardi & Partners as our agency in order to partner with us in realizing our goal of a brand image for BestSelections.com," says Avonda Nelson, Vice President-Marketing, of BestSelections.com, about the new advertising campaign. "We wanted that brand image to convey exactly what we do, what people should expect when doing business with us, and we also wanted to make sure that the message would work across all media. The creative direction that we choose definitely accomplishes those goals. "Our advertising campaign incorporates very upscale, surreal images, with a strong emphasis on our logo. The copy imparts the message using both wit and intelligence and the brand positioning line, `How the Other Half Clicks(TM),' signs off every ad with a trademarked phrase that is memorable. The tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. also serves as an anchor to the campaign, adding a synergy to the branding in all media." Radio BestSelections.com has targeted upscale consumers, both male and female, in radio spots in San Francisco and New York. The 30-and 60-second ads will roll out on classical, sports and contemporary stations during drive time and on weekends from November 22 through December 6. Television Tags BestSelections.com will tag onto Snap.com's prime time commercials on NBC NBC in full National Broadcasting Co. Major U.S. commercial broadcasting company. It was formed in 1926 by RCA Corp., General Electric Co. (GE), and Westinghouse and was the first U.S. company to operate a broadcast network. with six-second ads bearing the Web site's message during the holiday push. Building On-line Awareness BestSelections.com will be highly visible with numerous banners on key on-line channels in their shopping areas: Women.com, Ivillage.com, Martha Stewart <noinclude></noinclude> Martha Stewart (born Martha Helen Kostyra on August 3, 1941) is an American business magnate, author, editor and homemaking advocate. She is also a former stockbroker and fashion model. and luxury channels Pegasus and Flycast; Yahoo, Snap.com, Excite and Lycos Holiday Guide. Because BestSelections.com delivers upscale clients, a number of companies have formed strategic alliances with the luxury goods Web site. BestSelections.com is a featured sponsor on Women.com and a charter merchant on Snap.com with integrated advertising in the commerce sections of both sites. To continue building on-line awareness and highlight the personalization Custom tailoring information to the individual. On the Web, personalization means returning a page that has been customized for the user, taking into consideration that person's habits and preferences. of the site, BestSelections.com is also featuring a $10,000 Shopping Spree with a personal shopper. Contestants may enter the sweepstakes, which will run from November until the end of December, by simply registering on the Web site. Direct Marketing BestSelections.com is launching an all-out direct mail campaign. The company is sending announcement postcards to upscale customers of their Web site's member stores. Another primary direct mailing is to American Express Platinum Card members. BestSelections.com will be offering American Express Platinum and Membership Reward members 250 membership reward points when they register with BestSelections.com, and triple points when they purchase on the site. Headquartered in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. , BestSelections.com evolved out of a need to make the Web accessible to high-quality retailers, as well as reach discerning on-line shoppers. BestSelections.com elevates Internet shopping by presenting a diverse range of fine luxury products and unique specialty items selected from an extraordinary group of prestige retailers from around the world. The first Web site of its kind, BestSelections.com has distinguished itself by providing individuals with exceptional products, unlimited variety and unparalleled customer service to create the ultimate Web shopping experience. |
|
||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion