Periscope Joins Target Roster

Periscope Marketing Communications has joined the list of Minneapolis agencies doing work for Dayton Hudson’s Target mass merchandise chain.
The $80 million agency is finishing up its first advertising for Target’s Treat Seats program, which offers discounted tickets to entertainment events in selected markets.
A print ad features a photo of a mother and child standing outside Target, watching a beluga whale swimming inside, as though the store were an aquarium. The headline reads, “Inside every Target store there’s great entertainment waiting to get out.”
A full-color execution of the ad will appear in the July issue of the company’s Target the Family magazine, which is distributed in stores and to Target Guest Card holders. Similar executions are expected to run as full-page newspaper ads when Target enters new markets.
Target has traditionally eschewed agency of record relationships, working instead with many agencies which compete for assignments. Earlier this year, the company added Carmichael Lynch to its roster of Minneapolis agencies, which also includes Martin/Williams, HMS Partners, Peterson Milla Hooks and Kruskopf Olson.
Target spent $193.4 million on advertising last year, according to Competitive Media Reporting.
Also last week, Periscope was tapped by the Peace Corps to handle several projects for its fall recruitment campaign. The agency will create a new catalog and revamp the agency’s Internet site.