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BOSTON Cashman & Katz has crafted a new branding strategy for specialty retailer Yankee Candle, supporting the client’s flagship store in South Deerfield, Mass., and the launch of a new facility in Williamsburg, Va.
The South Deerfield location will be renamed Yankee Candle Village and marketed as a destination where families can spend an afternoon while enjoying dining, interactive entertainment, candle-making demonstrations and shopping.
The new positioning line “Quite an Unusual Place” graces print, outdoor, radio and TV executions that use copy such as “The control tower reports Santa will arrive on schedule” and “A land of snow.
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