Luxury and specialty goods retailer BestSelections.com began a national
multi-million dollar advertising campaign for the holiday shopping season.
The campaign takes a multi-media approach with a group of print ads, regional
radio spots and television tag ads throughout November and December.
BestSelections.com also plans a series of banners on online shopping
channels.
Spending specifics were not disclosed.
The campaign is targeted to upscale consumers who typify BestSelections.com’s
high-end customers. The site has also formed strategic alliances with several
online channels, including Women.com and Snap.com, in addition to American
Express.
Promotions also include a “$10,000 Shopping Spree” sweepstakes with a
personal shopper online and a direct mailing to customers of the stores
showcased on the Web site.
BestSelections.com offers 11 different categories of merchandise, including:
antiques, edibles, jewelry, apparel and home design.
Stores include Greenleaf & Crosby of Palm Beach, Catherine Prevost Designs of London, the Hollander
Collection of Aspen, and New York’s Joan & David, Davide Cenci, Diane James
Floral Designs and Manhattan Fruitier.
The ad campaign was created by Ziccardi & Partners and carries the tag
line: “BestSelections.com — How the Other Half Clicks.”
BestSelections.com also is launching a direct mail campaign. The company is
sending announcement postcards to upscale customers of their Web site’s
member stores and to American Express Platinum Card members.
