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ABC partners with Target and Neiman Marcus in first-ever advertising integration on hit TV show

Minneapolis -- Target Corp. and The Neiman Marcus Group will promote their upcoming joint holiday collection by serving as the sole sponsors of the mid-season finale of the hit ABC television show “Revenge.”

In place of standard broadcast commercials, the retailers are working directly with the creative team of “Revenge” to create original content incorporating the Target and Neiman Marcus holiday collection. The show will air on Nov. 11.

“This is an unprecedented event on every level,” said Marla Provencio, chief marketing officer, executive VP, ABC Entertainment Group. “It has been a great experience collaborating with these two iconic brands, and we are thrilled that they chose ABC’s ‘Revenge’ as the exclusive partner.”

Most of the action on “Revenge” occurs in the upscale Hamptons area of Long Island, N.Y., and the series is known for its flair for fashion and high style.

“The scale of our partnership with Neiman Marcus propelled us to go well beyond the traditional approach and develop marketing initiatives that reflect the historic nature of this collaboration,” said Jeff Jones, chief marketing officer and executive VP, Target. “Working with the team at ABC has been invigorating. We’re confident the Nov. 11 episode of “Revenge” will blow our guests away and, much like our collection with Neiman Marcus, provide an unforgettable element of surprise this holiday season.”

The Target-Neiman Marcus holiday collection, which features 24 of America’s most influential designers, will be available Dec. 1 at all Target and Neiman Marcus stores, as well as online at Target.com and NeimanMarcus.com.

 

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