Hallmark Rides Polar Express

Posted on by Chief Marketer Staff

Christmas comes early to Hallmark’s Gold Crown stores this year with a merchandise push tied to Warner Bros.’ Polar Express.

Santa stars in
stores’ sweepstakes

Hallmark touts
Polar-related products from tree ornaments and wrapping paper to a night light and a replica of the bell featured in the story from Chris Van Allsburg’s children’s book.

Hallmark supports the line with national TV, in-store displays, online ads and e-mail from stores to key customers. Shoppers who buy three greeting cards can buy a Polar Express plush Santa for $10. Stores also will offer buy-two-get-one-free deals.

A sweepstakes will award a giant Polar Express santa to one winner in each participating store. Marketing support is timed to the film’s Nov. 10 premiere. Leo Burnett USA, Chicago, handles ads; Kansas City-based Hallmark handles promotions in-house.


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