Wal-Mart Recruits Celebs for Holiday Ads

11/02/2005 10:20 AM, AP


In a first for Wal-Mart, the retailer has recruited celebrities like Garth Brooks and Destiny's Child to appear in holiday television and print ads.

Wal-Mart Stores Inc. started its holiday campaign Tuesday, the first time the world's largest retailer has run ads this early in the season, company officials said.

It's the first time Wal-Mart has used celebrities in an ad campaign, which will also include country singer Martina McBride, pop star Jesse McCartney and actress and singer Queen Latifah. The ads will feature each of the celebrities at their actual homes to fit with the theme, "Home for the Holidays."

The campaign is part of Bentonville-based Wal-Mart's continuing effort to be seen as up-to-date, said John Fleming, Wal-Mart's chief marketing officer.

"This campaign corresponds to our overall objective of being more relevant to the broad range of customers who shop in our stores," Fleming said. "We expect our focus on familiar celebrities who are enjoying themselves at home with family and friends to resonate well with everyone who is looking forward to being home for the holidays this year."

The celebrities will be featured in print, TV, radio and Internet ads as well as on posters and signs in Wal-Mart stores.

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