June 5, 2009

Starbucks campaign only eyeing two cities

A Starbucks executive says the international coffee chain is starting a new marketing campaign designed only for Jacksonville, Fla., and Indianapolis.

Starbucks Senior Vice President of Marketing Terry Davenport said the TV and newspaper advertising campaign starting Friday is for the chain's new $1.95 iced coffee beverage and is focused on smaller and typically overlooked markets, The Indianapolis Star said.

We felt that our overall campaign, historically, has skewed towards bigger markets. This is a chance to get a 'value' story out to smaller markets where historically we haven't spent a lot of advertising, Davenport said.

While specific cost details regarding the marketing campaign were not released, Starbucks executives said the plan was to inform consumer of the coffee chain's cheaper items.

The Star said Starbucks currently has 63 stores in the Indianapolis area. Details regarding the total number of Starbucks in Jacksonville were not reported.