Target Corporation: New Yorker Magazine Sponsorship campaign
Jonathan KolstadOVERVIEW
In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yorker magazine. Target had always aimed for a more affluent demographic than its main competitors, Wal-Mart and Kmart, but in grabbing the attention of the New Yorker's readership, Target was seeking to lure an even higher-end consumer to its stores.
The campaign, created by Peterson Milla Hooks, was limited to the single issue...