LOS ANGELES Dillard's department store chain has tapped independent davidandgoliath to create its 2004 year-end sales campaign, an agency representative said.
Creative executions, still in developmental stages, will include catalog design and television, radio, newspaper and magazine ads, the rep said. Los Angeles-based davidandgoliath will also develop holiday-themed, in-store elements to be extended across the client's Web site.
With the overall theme, "Christmas at Dillard's," the multifaceted campaign will break nationwide over Thanksgiving weekend, said agency chairman and chief creative officer David Angelo. Playful 30-second TV spots will show Dillard's shoppers successfully expressing holiday cheer with just the right gifts; print work will feature items arranged to resemble holiday icons, such as a leather-glove wreath and a tree made of folded sweaters.
Davidandgoliath will also prepare a series of public service announcements revolving around a Dillard's-compiled Christmas album, which includes songs by Lee Ann Womack, Toby Keith, Bing Crosby and Donna Summer, among others. Proceeds from the CD, available at store checkout counters, will benefit the Ronald McDonald House charity.
A campaign budget was not available. Per Nielsen Monitor-Plus, Dillard's spent $206 million on advertising in 2003; through July of this year, the company's ad spend was $107 million. Media will continue to be handled by Dallas independent Square One's subsidiary, Southwest Media.
Based in Little Rock, Ark., the family-owned Dillard's chain ranks among the largest apparel and home-furnishing retail brands in the country, with 328 stores in 29 states. Although reported annual billings have fluctuated over the past several years, analysts expect the company's recently improved merchandise mix to boost sales.