Sears holds Antiques Roadshow contest
By Adnews Staff
Retailer Sears Canada will conduct a contest this summer tied to its sponsorship of the program "Antiques Roadshow" on CBC. The winner will receive a trip for two to the UK for a taping of the BBC version of the show. As part of the effort, the chain will offer in-store antiques appraisals at 15 of its locations. The contest can be entered at these events, at Sears Home Stores and at five Select Full Line. Additional prizes will include a trip to the Antiques Roadshow in Los Angeles and reproduction antique furniture from Pulaski Furniture. The contest will close on July 4. The winner will be announced on Aug. 3. The Sears sponsorship of the show also includes promotional extensions on-air, on the Web and in stores. "This is an example of a partnership with the media that goes beyond commercial placement and creates relevant and motivating connections between the Sears brand and consumers via brand immersion experiences at the store level," said Bruce Neve, managing director of Mediaedge:cia, which arranged the deal.