ABC partners with Target and Neiman Marcus in first-ever advertising integration on hit TV show
Minneapolis — Target Corp. and The Neiman Marcus Group will promote their upcoming joint holiday collection by serving as the sole sponsors of the mid-season finale of the hit ABC television show “Revenge.”
In place of standard broadcast commercials, the retailers are working directly with the creative team of “Revenge” to create original content incorporating the Target and Neiman Marcus holiday collection. The show will air on Nov. 11.
“This is an unprecedented event on every level,” said Marla Provencio, chief marketing officer, executive VP, ABC Entertainment Group. “It has been a great experience collaborating with these two iconic brands, and we are thrilled that they chose ABC’s ‘Revenge’ as the exclusive partner.”
Most of the action on “Revenge” occurs in the upscale Hamptons area of Long Island, N.Y., and the series is known for its flair for fashion and high style.
“The scale of our partnership with Neiman Marcus propelled us to go well beyond the traditional approach and develop marketing initiatives that reflect the historic nature of this collaboration,” said Jeff Jones, chief marketing officer and executive VP, Target. “Working with the team at ABC has been invigorating. We’re confident the Nov. 11 episode of “Revenge” will blow our guests away and, much like our collection with Neiman Marcus, provide an unforgettable element of surprise this holiday season.”
The Target-Neiman Marcus holiday collection, which features 24 of America’s most influential designers, will be available Dec. 1 at all Target and Neiman Marcus stores, as well as online at Target.com and NeimanMarcus.com.
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Neiman Marcus arrives at Target
NEW YORK — Target and Neiman Marcus have revealed their holiday collection, which features 24 of America’s top designers. The collection will be available Dec. 1 at all Target and Neiman Marcus stores, as well as online at Target.com and NeimanMarcus.com.
Items in the collection include a $499 bike from Alice + Olivia, double old fashioned glasses for $49.99 from Altuzarra, sunglasses for $39.99 from Brian Atwood, stationery for $19.99 from Carolina Herrera, a $49.99 yoga mat from Diane von Furstenberg, a set of ornaments for $49.99 from Jason Wu and a $29.99 pet bowl from Oscar de la Renta.
“The excitement surrounding the Target + Neiman Marcus Holiday Collection has been remarkable, and the anticipation continues to build,” said Wanda Gierhart, chief marketing officer for the Neiman Marcus Group. “We have all been waiting for the day when we could finally share and see the collection in its entirety. I suspect that our customers are counting the days until they can shop it, too!”