Print, TV Direct Customers Online

NEW YORK This holiday season advertisers are taking a special interest in drawing consumers online with their traditional advertising campaigns.

Starbucks, Banana Republic and the Diamond Trading Co. are among the companies that have developed special Web sites for the holiday season and promoted the venues in print and TV ads.

Starbucks has created gift cards, print and outdoor featuring red-on-cream illustrations of its specialty coffees. Ads direct the public to www.theredcup.com, where they can find holiday tips and games that are updated daily.

Banana Republic has created a holiday print campaign, via Goodby, Silverstein & Partners in San Francisco, featuring models in the store’s clothes and copy that begins different holiday stories. For example: “Fate was generous that day. It gave Will a second chance in the form of a mitten,” begins one. The conclusions of the stories can be found only at www.holidaystory.com

JWT, which traditionally creates a holiday TV spot annually for the Diamond Trading Co., this year developed a multimedia campaign. “What will you do for love this Christmas?” tells a love story through two TV spots, radio ads and a Web site, www.adiamondisforever.com.

“Basically for this holiday, Banana Republic had four different collections. And in order to have a campaign that hung together, we thought, why not have four different stories that allowed us to have them live together but separately at the same time,” said Goodby associate creative director Mimi Cook about the creation of the retailer’s Internet site.

“The idea [for the Web site] was to get a little bit more to the story than what you’re able to get in ads,” said Goodby art director Eri Chaya. “It says a little bit more about the brand and also the collections. It’s something people could take away, more so than just the exact scarf or a coat.”