RealTime IT News

Staples.com Launches Integrated Campaign

Office supply retailer Staples Inc. launched "Your Online Office Manager," an integrated online and off-line marketing campaign for its staples.com e-tail store that includes a national television spot.

The program was jointly developed by Cliff Freeman and Partners, i-traffic and Eisnor Interactive Inc., and Staples' in-house advertising agency.

Billings were not disclosed.

"Our goal is to be the preeminent office supply retailer to small business, whether they shop at Staples.com, in our retail stores or through our catalog," said Jeanne Lewis, president of Staples.com. "To do this, we need to market ourselves online and off-line to reach all our target customers.

Online shoppers still read newspapers, listen to the radio, go into our retail stores and watch TV, and many of our traditional retail customers surf the Net and are beginning to shop online."

The campaign promotes the time-saving features and functionality of staples.com. The highlight of the campaign is a 30-second television commercial, called "Lightbulb," that will air in spot markets beginning Sept. 27 and nationally on network television and cable beginning Oct. 4.

In key markets where there are a high predominance of Internet shoppers, efforts include radio and newspaper advertisements, an enhanced television schedule and billboards, plus additional off-line promotions.

In New York City, Staples will have advertisements on nearly every public city bus through October and every telephone booth at Fall Internet World at the Javits Center.