Family and friends gathered around the table—or gathering digitally. Menus starring turkey or tamales. Gingerbread architects creating elaborate masterpieces or kiddos leaving simple cookies for Santa… they’re just a few of the nearly 100 traditions and memories in the making we’re celebrating this season with our “Thinking of You” marketing campaign.
The inspiration: our guests, of course—millions of them across the country, and all the beautiful, rich, varied ways they embrace the holidays. Last year’s successful “Gather Round” campaign, which honored the big and small ways friends and family gather throughout the season, set the stage. And now, we’re going even bigger. Knowing our marketing will reach 98% of adults across the country, we nearly doubled our cast and added twice as many distinct holiday moments, hoping to connect with even more guests this season.
“Every year, our holiday campaign inspires our guests to celebrate the season with those who matter most. And this year, we’re celebrating even more guests, and even more traditions,” says Rick Gomez, Target executive vice president and chief marketing and digital officer. “We’re shining the spotlight on twice as many holiday memories in the making and celebrating the spirit of inclusivity that we’re known for at Target. No matter what our guests celebrate, how they celebrate, or who they choose to celebrate with, we want them to know that Target is thinking of them this holiday season.”
As for the music? We have a long history of partnering with top artists to bring a twist to iconic songs, and this year does not disappoint. Multi-GRAMMY-Award-winning artist Sam Smith offers a fresh take on the 1970s classic I Feel Love for the English spot you see above, and talented Mexican singer and actress Danna Paola lends a Latin vibe to the song for our Spanish spot. Take a look:
Want more holiday marketing inspiration? There’s much more fun in store—stay tuned to A Bullseye View for all the details.