ATLANTA GodwinGroup will launch a new broadcast and print campaign March 7 for Hancock Fabrics, the shop said.
The campaign, the first from the shop since acquiring the account without a review late last year, will introduce the new Laurie Smith Fabric Collection from the Baldwyn, Miss.-based company. Smith is an interior designer who appears regularly on the TLC home decorating show Trading Spaces.
The work includes a 30-second television spot that will play on cable networks HGTV, TBS, TLC, TNT and Discover Home. Smith will appear in the ad that will air for two weeks during March and again in the fall.
Print work includes full-page ads in Home, Elle Decor, Met Home and O—The Oprah Magazine beginning with the April issues.
The independent Jackson, Miss., shop also is producing several 15-second TV ads to be used during promotions and sales. Other work includes radio spots and public relations.
Hancock wants to use the Laurie Smith Fabric Collection to attract younger customers into its stores, the company said. Each of the retailer's 445 stores in 42 states will have a Laurie Smith Design Inspiration area to help customers use the fabric to redecorate their homes.
"We believe that Laurie's designs will appeal to younger women who are just beginning to decorate or update their homes," said Jamie Austin, Hancock's chief operating officer. "These 30-something customers present varied skill sets, interests and an attraction to eclectic fabric designs and color palettes."
Campaign spending details were not available.