Brand Source Adds Maytag to Roster
To court the female buyer – or, as Lawrence phrased it, “ ‘ping’ the emotional string of women,” the group has redesigned its tabloid advertising – 600 million pieces are earmarked for deployment this year -- to emphasize the lifestyle-improving aspects of the group’s product portfolio. TV spending on HGTV has been quadrupled in 2007, and between April and November there will be 2.1 billion Brand Source impressions, he said. The group will also be title sponsor for HGTV.com’s ‘Great Fall Fix-Up’ giveaway.
Other programs that were outlined included:
• The continued sponsorship of John Force drag racing.