Oct
24
After Jumping the Gun Last Year, Target Pushes Back Holiday-Campaign Launch
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Target is preparing to kick off its “most digitally enabled campaign in history” — but not too early.
A year ago the retailer caught flack from consumers for launching its first holiday spot in mid-October. That ad, which focused on its Red Card branded credit card, featured an upbeat tune with the chorus, “Are You Ready?”
“We learned last year we just went too soon,” said Jeff Jones, chief marketing officer at Target. “Even though it wasn’t an overt commercial about Christmas products, people interpreted it that way.”
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