GS&H Promotes New-Look Della




Moving Beyond Bridal Registries, Shopping Site Airs 2 TV Spots
LOS ANGELES–Grant, Scott & Hurley has created a new ad campaign heralding online shopping site Della.com’s expansion beyond wedding gift registries and into gift giving for all occasions.
A pair of TV spots informs consumers that Della.com can help with holiday gift ideas, using humorous vignettes of people trying to find the right presents for their loved ones. In one, a family is sitting around a Christmas tree exchanging presents when it emerges that one uninspired gift giver has decided to give each person $23 in cash. A voiceover asks, “Is your family running out of gift ideas?” At Della.com, the ad goes on, “Everyone can create wish lists, so you can buy the perfect gifts from the best stores.”
The tagline is, “Della.com. Give better gifts.”
The campaign, which includes radio and print ads, broke last week in seven top Internet markets around the country.
The San Francisco agency began handling the estimated $7 million account last year. The company recently shortened its name from Della & James.
GS&H’s first effort for the client broke in June, supporting its bridal registry service. Print ads appeared in bridal magazines and women’s publications, including InStyle and Glamour.
“Based in part on the success of that service, they’ve expanded into the more crowded area of general gift sites,” said Brian Hurley, partner and director of account management at GS&H. “These ads will hopefully get them a little bit of attention as a way for people to give better gifts. They will be a player in the general gift area beyond Christmas.”
The holiday campaign is running in Boston, Washington, D.C., Atlanta, Dallas, Houston, Chicago and Seattle.
The site also offers links to the Web sites of various upscale retail chains, including Crate & Barrel, Neiman Marcus and Williams-Sonoma. K