ZELLERS READIES HILARY DUFF PROMOTION
By Adnews Staff
Zellers of Brampton, ON is promoting the upcoming release of a Hilary Duff line of merchandise with an integrated marketing campaign. The Stuff by Hilary Duff line of apparel, home accessories and cosmetics will go on sale nationally on March 13. Advertising began this weekend when the retailer ran part of a new television commercial during the Academy Awards broadcast. The full ad will break on March 15 and run for six weeks. Additional promotion will include magazine ads, an insert in Teen People magazine, a Web site at <www.stuffbyduff.ca>, a contest, cinema slides, product displays at movie theatres and direct mail. The products will also be promoted in the retailer's flyer. Zellers used several agencies for this campaign: Leo Burnett for advertising, iLeo for Web work, tattoo for direct mail and Harbinger for public relations.