Target Corporation

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Target Corporation

1000 Nicollet Mall

Minneapolis, Minnesota 55403

USA

Telephone: (612) 304-6073

Fax: (612) 696-3731

Web site: www.target.com

NEW YORKER MAGAZINE SPONSORSHIP CAMPAIGN

OVERVIEW

In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yorker magazine. Target had always aimed for a more affluent demographic than its main competitors, Wal-Mart and Kmart, but in grabbing the attention of the New Yorker's readership, Target was seeking to lure an even higher-end consumer to its stores.

The campaign, created by Peterson Milla Hooks, was limited to the single issue of the New Yorker and consisted of 21 different illustrations created by as many artists. The ad space alone cost in excess of $1 million. Each ad used only the colors black, red, and white, and each featured the Target bull's-eye logo incorporated into a New York scene or theme. The ads ranged from loose, hand-drawn sketches to computer-generated geometric cityscapes. One ad featured a low-angle view of a leather-clad female motorcycle rider in the foreground with a giant bull's-eye rising behind the Brooklyn Bridge in the background, while another depicted a crowd of martini-sipping gallery-goers crowded into a room whose paintings were pop art versions of the Target logo. Not a single line of text or image of a specific product appeared in any of the ads. Instead of selling its wares, Target was selling an urbane, artistic impression of itself to a sophisticated audience it had not reached quite so directly in previous campaigns.

The single greatest success of the campaign was its ability to generate ...

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