RadioShack Launches National Red Chair Holiday Mall Tour As Part of 'Don't Just Get a Gift, Get the Right Gift' Advertising Campaign
Posted on: Tuesday, 22 November 2005, 09:00 CST
FORT WORTH, Texas, Nov. 22 /PRNewswire-FirstCall/ -- Helping holiday shoppers get the "right gift" and not just any gift is the theme of RadioShack Corporation's new Red Chair promotional tour kicking off this weekend in major shopping malls across the United States. The five-week-long, 48-mall tour gives shoppers the opportunity to take the guesswork out of holiday shopping by starring in their own Red Chair video that can be e-mailed to friends and family acknowledging the special gifts they really want from RadioShack this year.
The RadioShack Red Chair Mall Tour is an extension of the Red Chair advertising campaign RadioShack debuted this month. It's the first major creative developed by Arnold Worldwide, a Boston-based integrated marketing communications firm hired earlier this year to help RadioShack with a major rebranding effort scheduled to debut in 2006. The unifying creative theme is a contemporary red chair people sit in to make holiday wishes. The campaign includes national TV advertising, print, Internet, collateral, direct, in- store and outdoor. The TV spots were directed by Kevin Thomas, known for his work with the highly acclaimed CitiBank identity theft ads.
"The Red Chair mall tour brings our national ad campaign to life in a fun and real way," said Don Carroll, RadioShack's senior vice president of brand and marketing. "Now, instead of just watching actors sit in the chair and express their holiday wishes, real people have the opportunity to tell their family and friends exactly what they want from RadioShack this year."
Through Dec. 18, holiday shoppers in select malls across 22 U.S. cities will have the opportunity to videotape their personal holiday wish and send it to family and friends. Shoppers can select one of several products to show in their taped message, including such popular items as an Apple iPod, Sirius satellite radio, wireless phones from Sprint/Nextel and Verizon, digital cameras and imaging bundles, radio-controlled toys and more.
Each participant is given a special code to access their videotaped wishes on http://www.radioshack.com/ , which they can then share with friends and family. Participants also receive discount coupons and are eligible to receive free RadioShack gift cards. Those receiving the holiday wish message can download it from RadioShack.com . They also receive promotional coupons and are allowed to create their own wish lists they can send to other people.
To encourage continued participation in the mall tour RadioShack is donating $1 for every video participant to its national charity, the National Center for Missing and Exploited Children.
"The holiday season can be overwhelming for consumers," said Jay Williams, Managing Partner and Executive Creative Director at Arnold Worldwide. "In addition to the anxiety associated with gift-giving and the pressure to get just the right gift, consumers are bombarded with massive amounts of information, offers, and high-decibel appeals from retailers in every category. Our approach is to offer a little quieter, more personal appeal that really highlights the great products available at RadioShack. It's all the same information -- but delivered in a more unique, memorable way."
About RadioShack
Fort Worth, Texas-based RadioShack Corporation is one the nation's most trusted consumer electronics specialty retailers and a growing provider of business-to-business retail support services. The company operates a vast network of sales channels, including: nearly 7,000 company-owned and dealer stores; over 100 RadioShack locations in Mexico; and more than 700 wireless kiosks. RadioShack's knowledgeable and helpful sales associates deliver convenient product and service solutions within five minutes of where 94 percent of all Americans either live or work. For more information on RadioShack Corporation, visit http://www.radioshackcorporation.com/ . To learn more about RadioShack products and services or to purchase items online, visit http://www.radioshack.com/ .
Photo: http://www.newscom.com/cgi-bin/prnh/20000518/DATH047LOGOAP Archive: http://photoarchive.ap.org/PRN Photo Desk, photodesk@prnewswire.com
RadioShack Corporation
CONTACT: Charles Hodges of RadioShack Corporation, +1-817-415-8530
Web site: http://www.radioshackcorporation.com/http://www.radioshack.com/
Source: PRNewswire-FirstCall
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