As part of its new entertainment marketing strategy, Sears, Roebuck and Co. signed an exclusive, multi-year agreement with television star and home design guru Ty Pennington.
Last winter Sears became chief sponsor of ABC’s Extreme Makeover: Home Edition, in which Pennington stars, and the retailer continues to be the official show sponsor.
Pennington is expected to partner with Sears in a broad range of activities, including advertising, product design and development, merchandising and support for the company’s community outreach initiatives. He will also assume an ambassadorial role for the Sears American Dream Campaign, the company’s $100 million, multi-year commitment to strengthen families, homes and communities. Financial terms of the deal were not disclosed.
“Ty’s really becoming part of the team,” said Janine Bousquette, Sears executive VP-chief customer and marketing officer. “He will actively work with product designers, in-store designers and marketers to help us deliver products that will be exciting to our customers as they live the good life. It’s a very hands-on partnership.”
In the show, Pennington leads a team of home designers and carpenters to create inspirational makeovers for families. Hoffman Estates, IL-based Sears said it expects his spirit and energy to inspire customers at its 2,300 stores in the U.S. and Canada.
Norm Marshall & Associates, Inc. brokered the partnership, after being named Sears’ entertainment marketing partner in May. Under that agreement, Los Angeles-based NMA was charged with creating and managing opportunities with film and TV properties designed to build brand platforms and drive Sears’ business objectives.
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