breaks first major branding campaign

Published on ., a holiday and seasonal decorating and gift-giving site that debuted in September, broke its first multimillion-dollar branding campaign in Dallas-Fort Worth, Houston-Galveston, New York and Washington. The launch campaign, running through December, includes national cable, spot TV, spot radio, online advertising, national magazines and direct mail. Spots themed, ``The Magic I Christmas '99,'' in which special effects transform an ordinary house into an extraordinary home, will air in prime time during NBC's Thursday night line-up as well as on daytime TV. Playground Advertising, Cleveland, handles.

Copyright October 1999, Crain Communications Inc.

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