Kohl’s Department Stores has announced its 2008 back-to-school marketing campaign designed to appeal to a cross-generational group of shoppers—teens and their moms.  The Kohl’s ‘Inspired’ campaign, connects the latest fashion trends with relevant musical artists and uses denim as the common thread that speaks universally to both of these groups.  “The ‘Inspired’ campaign is an idea that taps into the dynamic convergence between fashion, music and culture,” said Julie Gardner, executive vice president and chief marketing officer for Kohl’s Department Stores. “To bring this to life, our brands are connected with some of today’s coolest musical artists – Lenny Kravitz and Levi’s, Avril Lavigne and Abbey Dawn, Hayden Panettiere and Candie’s, Plain White T’s and Urban Pipeline, The Red Jumpsuit Apparatus and Tony Hawk and Vanessa Carlton and So – who have been encouraged to bring their own personal vibe to the mix. The result is unique fashion collections available at Kohl’s that will appeal to a diverse group of shoppers. Beginning in July, the multimedia campaign will be seen across marketing mediums that are relevant to both students and their moms.” In addition to artist-inspired denim collections, the fully integrated campaign consists of national advertising, a consumer engagement contest, in store graphics, online and digital media, direct mail and public relations.  The campaign also includes a Kohl’s back-to-school micro site.  

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