Previously, the retailer has shared the cost of its ads with suppliers. This year, the group has branched out on its own. Its magazine assault kicks off on Saturday, followed by the TV push on December 4.
A HMV spokesman said that the ads are a “significant investment” for the group, but declined to reveal the amount.
The magazine drive, called My Christmas, will feature celebrities and famous figures saying what Christmas means to them. The list includes singers Paul Weller, Celine Dion and Kylie Minogue, along with animated characters such as Wallace and Gromit.
The TV initiative will focus on Christmas DVDs and include classic clips from Hollywood blockbusters including Miracle on 34th Street, Home Alone and It’s a Wonderful Life, against the soundtrack of Have Yourself a Merry Little Christmas.
This is the first time the retailer is promoting the HMV brand alongside products in its Christmas advertising. A spokesman for the group said: “My Christmas is intended to tap into the things that motivate people. It’s all about engaging with customers this Christmas.”
No comments yet