Billed as the 'biggest market launch in Dayton Hudson's history,' by several sources close to Target, the retail marketer is expected to spend some $10-15 million in the next month and a half on local media alone. Martin/Williams Advertising, Minneapolis, is handling the creative on the account. Haworth Group Inc., Minnetonka, Minn., is handling media buying.
Target, which is opening 11 stores in Chicago suburbs, will face stiff competition from well-entrenched discount retailers such as Kmart and Venture and powerful newcomer Wal-Mart, but will also compete with department stores Sears and J.C. Penney. Chicago is expected to be one of the biggest retail battleground's of the 1990s, according to analysts.
'We are upscale and proud to be,' noted Bob Thacker, vp/marketing. 'Our customers are cross-shoppers who want department store quality at lower prices.'
The advertising and events blitz, which kicked off two weeks ago with 20 three-dimensional teaser billboards, goes into high gear next week with teaser radio, television and print ads. Target will launch a first-ever 'radio roadblock' in which 30 Chicago radio stations will play the same spot at the same time, 7:10 a.m., for one week.
An introductory campaign, called Target Time and based on an popular M.C. Hammer song, kicks off on opening day, March 14, and features several celebrities including Chicago Bulls' Michael Jordan and Horace Grant. The Chicago Tribune will be delivered in a Target bag and will include a circular with pop-up technology, another first for the retailer.
Another seven stores are under construction and are expected to be open by October, 1993.
Copyright Adweek L.P. (1993)