QVC revamps image with new campaign, logo

WEST CHESTER, Pa. QVC Sunday unveiled its first national marketingand advertising campaign in its 21-year history, revealing that it was the company behind a series of billboards and an online teaser campaign, which featured the phrase "iQdoU?"

The new QVC catchphrase "iQdoU?" translates to "I shop QVC, do you?" and was the catalyst behind the company's new branding campaign that kicked off September 4 with the "iQdoU?" billboard teaser campaign on 42nd Street in New York City, Sunset Boulevard in Los Angeles and I-95 in Philadelphia.

The new QVC campaign launches in full force today, according to the company, with advertising spots airing on national broadcast and cable television. Its first commercial, "Voices," represents QVC's diversity of personalities, featuring 30 customers, vendors and celebrities, including Heidi Klum, Mally Roncal, Carson Kressley, Bradley Bayou and Paula Deen - among others. QVC's second national commercial, "Because," will begin airing in early October.

"QVC customers are smart, savvy shoppers. They know quality products and expect first-rate customer service. With this campaign, we will tap into the excitement and feeling that our customers experience when shopping with QVC, while showcasing all that QVC has to offer potential customers who share this passion for shopping," said QVC president and ceo Mike George.

QVC reported that the multi-tiered campaign will also include print ads in national magazines and regional newspapers. Online advertising, viral, buzz and direct mail components will also be introduced throughout the fourth quarter of 2007 and into 2008, particularly as holiday shopping gets under way. All creative will highlight QVC as a social shopping experience, offering its customers unique products and the experience around them.

The company also announced that it has changed its logo for the first time in 14 years. The "Q" is representative of the shorthand that was coined by the QVC customer to define the brand. Formed as a ribbon into the shape of the letter, the new logo suggests the feeling of a package that is being opened. Inside the "ribbon Q" are the letters "QVC."