Saturday, February 4th, 2012
Sears is now inviting consumers to help grant the holiday wishes of 29,000 members of the active military with ?Heroes at Home Wish Registry.? The promo is kicking off today?Veteran?s Day. Consumers can now go to Sears.com or inquire in outlets to purchase gift cards for families of US soldiers who are currently overseas.
For promotional support, MyNetworkTV is airing a 2-hour segment sponsored by Sears: ?Heroes at Home.? The special, which will be hosted by Howie Long, narrates the story of six service members who share experiences in Iraq.
Brandweek explains, ?The military effort, which runs through Dec. 24, dovetails with Sears? new ?Don?t just give a gift. Grant a wish.? ad campaign which debuted last week. Spots feature a series of vignettes, including Ty Pennington receiving his first toolbox and L.L. Cool J getting his first turntable from his grandfather (the rapper launched his fall line with Sears earlier this year). Y&R, Chicago, created the TV and print effort.?
?Individual gifts can change a person?s life,? commented Tom Aiello, a Sears Holdings rep. He said that the program allows consumers ?to make a difference in the lives of military families.?
