ZELLERS LAUNCHES MAJOR CAMPAIGN
By Adnews Staff
Launching what it says is its biggest campaign in years, Zellers Inc. of Toronto is trying to solidify its position in the discount department store market. The program, called the WOW campaign, kicked off this week. It includes a new Zellers credit card featuring 50% more Club Z points, a new advertising program and in-store promotions. Club Z points can be collected and redeemed for free rewards from the Club Z catalogue. The multi-million dollar ad campaign includes three new TV spots, radio spots and a new-look Zellers' weekly flyer. Zellers handled the ads in-house. In-store features of the campaign include a new in-store signing package and WOW shopping bags. As part of Zellers' vendor relationship program, the retailer is handing out free 3-D glasses to customers purchasing a new Cadbury TimeOut wafer snack. The glasses can be used to watch the season finale of the TV show 3rd Rock from the Sun, airing Sunday, May 18 on Global. Edelman Public Relations of Toronto is supporting the WOW campaign with PR. Zellers, a division of the Hudson's Bay Company, operates 296 stores across the country.