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Sears Home Services breaks radio campaign

Sears Home Services has begun a radio campaign promoting its heating, roofing, windows, doors, duct cleaning, carpet cleaning and decor services. The campaign, developed by Tag Idea Revolution of Toronto, focuses on the company's 45 years of home improvement experience and the benefits of preparing a house for winter. The initiative also includes print and digital advertising. It will run until Nov. 24.

"Sears Home Services is a brand with an incredible history rooted in trust, quality and reliability, and we felt it was paramount to leverage the depth and value of these qualities," said Fabio Orlando, the agency's chief creative officer. "When consumers think of Sears Home Services, we want them to equate the brand with a trusted leader in the home improvement and residential services sector in Canada. While we needed to re-energize awareness amongst consumers, ultimately, we want them to pick up the phone and book an appointment."

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