SEARS TO KICK OFF RENOVATION PROJECT
By Adnews Staff
Toronto-based Sears Canada is renovating its stores in the Greater Toronto Area and will launch a campaign in July to promote the changes. The campaign will use flyers, radio and newsprint featuring the theme, "Sears At Work." An elephant will be shown in the flyers and newsprint ads, using the tagline "big changes are afoot at Sears....come in and see the unherd of prices." The campaign was created in-house. Sears plans to spend $60 million to renovate stores from Hamilton, Ont. to Oshawa, Ont. Everything from fixtures, lighting and merchandise adjacencies will be re-engineered to provide a fresh store environment. Some stores will get major renvoations while others will get minor facelifts. Furniture will be removed from the stores and sold in Sears Whole Home Furniture stores.