The Gap, San Francisco, moving away from its heavy TV presence and ads with clean white backgrounds featuring a single product, this week breaks an outdoor campaign that pushes both its jeans and khaki lines. The specialty retailer handles advertising in-house. The Gap
also is testing a new maternity line on its Web site and has teamed up with Martha Stewart in a promotion, featured in store windows, offering a free issue of Martha Stewart Baby for a $50 or more purchase in the store or online. Ms. Stewart also is busy with her ongoing endorser deal with Kmart Corp., Troy, Mich. She will be prominently featured in a TV campaign later this month for Kmart's 2000 Martha Stewart Everyday Garden collection, more than 1,000 garden and outdoor living products ranging from seeds to plants to furniture. Kmart spots, featuring garden growing tips, will run on daytime and prime-time TV, including "Ally McBeal," "Party of Five," and "Barbara Walters Special." Martha Stewart Living Omnimedia, New York, handles.
Copyright March 2000, Crain Communications Inc.