Sears sets hopes on new flight

Sears Canada, still reeling from a second-quarter loss of $18.9 million, is preparing to launch a flight of tv creative.Sears recorded the loss during the three-month period ending June 30.In the same quarter last year, Sears lost $29.2 million.The campaign, scheduled...

Sears Canada, still reeling from a second-quarter loss of $18.9 million, is preparing to launch a flight of tv creative.

Sears recorded the loss during the three-month period ending June 30.

In the same quarter last year, Sears lost $29.2 million.

The campaign, scheduled to begin appearing in mid-August, extends the brand-building strategy Sears adopted in April when it began airing work created by its then-recently hired agency, Prism Advertising.

Previously, Sears’ advertising emphasized price points, rather than product lines and store image.

The new campaign features separate executions for five store-brand product lines: Craftsman tools, Kenmore appliances, KidVantage children’s wear, Jessica women’s wear and r&r casual wear.

As well, the campaign will also include a spot focussing on back-to-school items.

In related news, Sears has named Ross Rigney as vice-president of public affairs.

Rigney’s previous title was corporate general manager of public and governmental affairs.