Sears is Getting Into the Groove With Pop Sensation The Backstreet Boys

Back - Index - Submissions - - What is RSS? Date: May 19, 2099 Source: Sears, Roebuck and Co. Submitted By: Ivy Monday May 17, 12:12 pm Eastern Time Company Press Release Sears is Getting Into the Groove With Pop Sensation The Backstreet Boys Sears Presents 'Backstreet Boys Into The Millennium Tour' HOFFMAN ESTATES, Ill., May 17 /PRNewswire/ -- Today, Sears, Roebuck and Co. (NYSE: S - news) announced its plan to bring one of the world's top musical sensations to fans across the country. Through a major deal with pop phenomenon's the Backstreet Boys and its management, The Firm, Sears has secured the presenting sponsorship of the band's upcoming U.S./Canadian tour -- 'Sears Presents Backstreet Boys Into The Millennium' -- which kicks off in September. The sponsorship of the Backstreet Boys -- one of the greatest pop groups of all-time, with more than 29 million albums sold -- provides Sears with a platform to reach the youth target during the key back-to-school time frame and into the fourth quarter. Set to release its highly anticipated third album, Millennium, in May, the group will kick off the 'Sears Presents Backstreet Boys Into The Millennium' tour on September 19 in Miami. The tour will run until December 1, visiting 56 markets across the U.S. and Canada. ``Through its partnership with the Backstreet Boys, Sears is taking direct action to reach and appeal to its relevant Generation X and Y customers,'' said John Lebbad, Sears director of event marketing and sales promotion. ``The Backstreet Boys sponsorship is a key foundation of Sears 1999 back-to-school and fourth quarter youth-driven marketing effort, and we are using the partnership to enhance Sears image as a fun, contemporary and compelling place to shop.'' Sears will activate its sponsorship of the Backstreet Boys with an aggressive integrated marketing campaign, which links the younger customer to Sears through a variety of programs. Specifically, Backstreet Boys-themed advertising, promotions and cause-related activities will bring the sponsorship alive for consumers on a national and local level, and will offer unique opportunities for fans to meet the band. To support the sponsorship, Sears will launch a new advertising campaign featuring a not-yet-released Backstreet Boys song. In addition, Sears national and local sweepstakes will provide fans the opportunity to win tickets to Backstreet Boys concerts. The new Sears Pulse Card, a loyalty program created to build a relationship with junior apparel purchasers, will give card members frequently changing discounts and promotional offers tied to the Backstreet Boys during the tour. ``Our partnership with Sears is a perfect fit for the Backstreet Boys,'' said Michael Green, co-founder and partner of The Firm. ``A large segment of Sears core customers are our most loyal fans, which provides both partners with a great opportunity to reach our targets and truly bring the tour alive on a local level.'' The Backstreet Boys sponsorship continues Sears long tradition of supporting major national music acts. The five-member male band becomes the fourth major musical talent to be sponsored by Sears during the past five years. Sears sponsored the successful North American concert tours of international superstars, Phil Collins and Gloria Estefan in 1994 and 1996, respectively. Recently, Sears announced its sponsorship of Latino superstar Juan Gabriel for his 24-city U.S. concert tour Sears Presents Juan Gabriel Gira '99. Sears and the Backstreet Boys were brought together by Jay Coleman, president of Entertainment Marketing Communications International (EMCI), of Stamford, Conn. EMCI also was responsible for Sears partnerships with Phil Collins and Gloria Estefan. Sears, Roebuck and Co. is a leading U.S. retailer of apparel, home and automotive products and services, with annual revenue of more than $41 billion. The company serves families throughout the country through 849 full-line department stores and more than 2,100 specialized retail locations nationwide. More information about the company is available on Sears Web site, www.sears.com. Comment on this item. Recent Comments Submitted by: johnanz http://imrdsoacha.gov.co/silvitra-120mg-qrms Comment on this item. Next Item: BACKSTREET BOYS Direct Virtual Fan Conference to be held May 17, 1999 at 1:00 PM (ET) Prev Item: Billboard's Hot Product