How To Target In The Hamptons

The average New Yorker pines for a Target store like a kid longing for Disneyland. Not so the chain-hating muckety-mucks in Bridgehampton.

“We didn’t want to be offensive to the people in the Hamptons. That was Target’s big fear,” says Matthew Ammirati, president of New York agency Ammirati, which was charged with advertising the new Target Bullseye store in town.

The solution was an offbeat guerrilla campaign. Ammirati, who owns a home in Bridgehampton, noticed there is no shortage of lost-dog signs papering bulletin boards and telephone poles in the area. So he came up with the “Dog Found” sign above, showing the Target terrier and the store address.

The shop peppered the Hamptons with some 5,000 posters. (To alert the salivating masses in New York, the city got 3,000.) To give the ads a payoff, Ammirati stationed a Boston terrier painted with a bulls-eye logo outside the store during the last week of May (he now visits on weekends), to the delight of dog-loving Hamptonites. “People were petting the dog, and it was picked up by the local paper, Dan’s Paper,” says Ammirati. “It was a cute, non-offensive way to advertise to Hamptonites.”

Target Bullseyes are temporary promotional stores that open only for a short amount of time. The one in Bridgehampton, on Montauk Highway, resembles a three-level antique store rather than a discount chain and will be open until July 4.