Home Depot to Launch DM Campaign with TLC
As part of its partnership with The Learning Channel, Home Depot will launch a co-branded direct mail campaign with mail pieces themed to television programming.
About 100,000 pieces will mail over a yet-to-be determined time frame to records on the Discovery Network (parent of The Learning Channel) database based on selects provided by Home Depot, said Jim Baginski, senior marketing manager for Discovery Networks.
The mail pieces will be themed around the two shows Home Depot sponsors: Trading Spaces and While You Were Out.
In a related development, Home Depot, which has product integration as part of the deal, will be incorporating some of its vendor products into the show on Home Depot’s behalf. “We’re just starting to get delivery of some of these products,” Baginski said. “You should see them on air in the next six weeks or so.”
And beginning the first week in November, top talent from show will appear at Home Depots to generate excitement.
Last August, Home Depot was named the exclusive category sponsor of Trading Spaces. The expanded partnership includes the renewal of its exclusive commitment to While You Were Out series, as well as advertising across other Discovery Networks including the Discovery Channel, Discovery Home & Leisure Channel and BBC America.
The partnership runs from fourth quarter 2003 through third quarter 2004.
The Home Depot will provide the budget, products and materials for the design projects on both series. In return, the home improvement retailer receives marketing opportunities throughout both series on all related specials and stunts, as well as on the new companion series Trading Spaces: Family. Home Depot can also include its logo in print ads among other benefits.
