HMV signs up EMAP to drive shoppers into its UK stores

HMV is building on its “Top Dog” campaign to entice more customers to do their Christmas shopping in its UK stores.

The music and entertainment retailer has signed an exclusive deal with EMAP to distribute 1.2 million Christmas catalogues with Heat and Closer magazines in an attempt to attract women shoppers into particular stores.

The &£2m campaign, which was created by Beechwood, will run on television stations including ITV, Channel 4, Five and some of the satellite channels.

It will be supported by press ads and outdoor work, including London Underground sites. Media is through OMD.

HMV head of marketing for the UK and Ireland Ged Hopkins says: “We are targeting two key groups: core customers and annual gifters. Our focus is on being a one-stop shop for entertainment gifts.”

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