Target 2005 Annual Report Download - page 13

11
• We partnered with The New Yorker magazine in an unprece-
dented promotion in which we commissioned 20 top artists
to create Target illustrations — ranging from whimsical to
outlandish—which became the only advertising in an entire
issue of the magazine.
• We introduced a powerful new storytelling campaign to
support our community relations efforts and illustrate the
impact our programs are having on real people.
Each of these campaigns adds dimension and credibility to our
commitment to delight our guests with superior quality, design
and value, and underscores the spirit of innovation that perme-
ates our entire company.
In the Cards
Within Target Financial Services, our strategy is thoughtfully
conceived and carefully executed to reinforce our brand and
support our retail operations. Our REDcard products and
services, and our ever-changing assortment of Target GiftCards,
are designed to enhance guest loyalty and fuel incremental
merchandise sales while delivering profitable results when
viewed on a stand-alone basis.
Collectively referred to as our REDcard products, Target Visa
and the Target Card are credit cards which provide a convenient
payment alternative for our guests, generate significant savings
through our rewards program, and drive our REDcard guests
to shop at Target more often and spend more on each visit.
employ new techniques. For example, given the decline in
viewership of the national networks and the increase in media
fragmentation, we have begun to shift dollars into new media
such as banner advertising and text messaging.
Our willingness to take intelligent risks — in our stores, our
merchandising and our marketing— is critical to our brand
positioning. This philosophy is exemplified by key elements of
our marketing program in the past year, which have reinforced
our differentiated strategy and created substantial buzz.
Specifically,
• Our Design for All campaign provided a fun, simple and
compelling reflection of our corporate mandate to make great
design affordable and accessible to everyone.
• When we introduced the Fieldcrest brand to our domestics
assortment, we wanted editors from top fashion magazines
to experience Fieldcrest’s luxury first-hand, so we invited
these editors to spend the night at the Ritz-Carlton in New
York in rooms outfitted with our linens. The next morning,
they were invited to take their sheets and towels home.
• For our Back-to-College campaign, we developed our own
webisodes about the campus experiences of seven college-
age kids and streamed the series online for a month. Nearly
all of the items in the dorm rooms were available at Target
and viewers were invited to take a virtual tour and go on a
shopping spree after each episode.