Michaels says ‘oui’ to digital engagement

Michaels is trying to drive digital engagement with customers by giving away the springtime trip of a lifetime.

The retailer will be offering up a free trip for two to Paris for those who create art and upload it to Michaels' website or social media venues.

"Springtime in Paris encourages all customers, from the novice crafter to the advanced, to be inspired by one of the world's great destinations for artistic expression, creativity and beauty," said Michaels EVP of marketing Steve Carlotti. "All Michaels locations will host classes throughout March to provide step-by-step instructions on simple Parisian-inspired projects so that anyone can have a chance to win the trip of a lifetime."

To enter, customers simply create Parisian-inspired art, or a floral, baking or paper craft project, take a photo and upload it to paris.michaels.com for U.S. residents or canada.michaels.com/en/paris for Canadian residents. Customers can also share their photos on social media with #SpringtimeInParis.

The winner will receive a five-night trip for two to Paris including airfare and hotel, plus 1,000 euro for spending money, a VIP tour of the Louvre, a private sketching lesson with Urban Sketchers, a floral arranging class at Catherine Mueller Flower School and a French cooking class at La Cuisine Paris.

In addition to the contest, every Michaels store will have a Make It With Michaels Party on March 7 from 1-4 p.m., featuring a variety of Springtime in Paris-themed projects. Other free and low-cost classes throughout March will demonstrate Paris-inspired projects such as a spring floral wreath and spring floral centerpiece. A complete schedule is available at michaels.com/classes.

Michaels operates 1,168 Michaels stores in 49 states and Canada and 121 Aaron Brothers stores.