MARKETING/SOCIAL MEDIA

Toys “R” Us holiday campaign combines digital with TV, radio and print ads

BY Marianne Wilson

Wayne, N.J. — Toys “R” Us 2013 holiday marketing plans include a new TV campaign that will feature a group of real-life children from local New York charities who think they’re going on a field trip, but actually are going to a Toys “R” Us store where they are given free rein.

Featured at the end of each TV commercial and throughout many of the company’s print and online marketing vehicles, is the hashtag, #WishinAccomplished.

The new TV ads, debuting on Oct. 20, are the centerpiece of a fully integrated marketing campaign, encompassing digital, radio and print advertising. Created in partnership with The Escape Pod Agency, Chicago, the spots will air on all major networks and cable stations throughout the holiday season.

To further bring the campaign to life online, Toys “R” Us will feature dedicated social media content, including a special 90-second version of the TV commercial and behind-the-scenes images, on the company’s Facebook page, Facebook.com/Toysrus.

Now through mid-December, Toys “R” Us promotional activity will be seen across the Web, as the company has increased its investment in digital advertising for 2013. The strategy includes placements on high-impact homepages, including MSN.com, YouTube and Yahoo!, among others.

Those who engage with popular apps, such as Angry Birds, will also see Toys “R” Us ads in-game. And, as a digital extension of the retailer’s broadcast promotions, ABC.com and CBS.com will feature Toys “R” Us ads online as part of a larger partnership with the networks.

The Toys “R” Us YouTube Channel, YouTube.com/ToysRUsOnline, will serve as the go-to destination for kids and families looking to replay the magical moments of the commercials.

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FINANCE

Reports: FTC to approve Office Depot-OfficeMax merger

BY Dan Berthiaume

Boca Raton, Fla. – The Federal Trade Commission (FTC) is reportedly set to approve the proposed merger between Office Depot and OfficeMax after concluding it will not significantly affect competition in the office retailing space. According to multiple press reports, the deal will go through without either company having to divest any holdings.

Office Depot and OfficeMax initially announced their proposed merger in February of this year. The all-stock deal worth about $976 million will combine the second- and third-largest office retailers in the U.S. Neither company has publicly commented on the reports.

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News

TrademarkING Watters Creek

BY Michael Fickes

Watters Creek, in Allen, Texas, began life in a 2005 focus group with two-dozen women from Allen.

Organized by the property’s developer Trademark Property Co., the focus group asked participants what they would like to see in this new mixed-use center. What should it offer? What should it look like? What do you need in Allen, Texas?

Focus group participants asked for — and received — abundant landscaping and resort-like spaces; curved streets, meandering paths and wide sidewalks; a running creek, waterfalls and fountains; a community fireplace; interactive art for children; plentiful outdoor-dining options; a village look and feel; and easily accessible parking.

It was an innovative way to conceive of a shopping center, mixed-use center or any other kind commercial real estate development. The “New York Times” took notice, saying “Listening to women shoppers may seem like an entirely logical thing to do, yet many retail developers and consultants say such participation is often missing during the early stages of shopping center development.”

Since opening in 2008, Watters Creek has continued to evolve — by continuing to ask for and take advice from the community.

Today, the 750,000-sq.-ft. resort style mixed-use destination boasts 350,000 sq. ft. of specialty retail and restaurants, 98,000 sq. ft. of Class A office space, 315 residential units spanning 315,000 sq. ft.

Watters Creek is also LEED Certified by the U.S. Green Building Council. It was the first mixed-use property in Texas to earn LEED Certification.

Continued Evolution
In early October, Trademark announced what comes next at Watters Creek: a $2.5 million package of new and upgraded amenities.

“We are investing further in the success of Watters Creek through improvements such as a major new children’s play area, new LED signage on I-75, shade structures, a practice soccer field and a new holiday light show,” said Trademark CEO Terry Montesi. “These new amenities, along with the addition of Z Gallerie and Altar’d State, will continue to strengthen the position of Watters Creek with consumers.”

Work is underway on the new amenities including the 51-ft. high Watters Creek LED billboard and site sign, the children’s play area, which features natural wood and stone and a water feature inside a grove of trees on The Green. In addition, a new practice soccer field was completed and opened over the summer.

The center will also launch a state-of-the-art interactive holiday light show this year. Located near the children’s play area, “Celebration of Lights” will feature a large sleigh with whimsical reindeer flying into the air and a 30-ft. tall interactive tree. Set to a variety of popular holiday songs, three-minute shows will run every half hour beginning at 5:30 p.m.

Still more
Trademark has begun design work on the next phase of Watters Creek, which will include new residential, retail and hotel. “We’re in the final stages of deign on a new residential building,” Montesi said. “It will have 122 units of multifamily apartments and 3,500 sq. ft. of retail. We will break ground in early 2014.

“The multifamily and retail building will add four stories contiguous to an existing parking garage.”

In addition, Trademark expects to enter into negotiations with a hotel developer soon.

According to Montesi, the new residential, retail and hotel is slated for completion in early 2015.

What comes next? Montesi said there are no plans right now, but noted that there is additional land available for office and more at the southern end of the property.

Sounds like the subject for one of Trademark’s “trademark” focus groups.


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