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John Lewis 'Summer of Sport' campaign

Retailer John Lewis is launching a direct marketing campaign to encourage its customers to update their home entertainment for 2010’s 'Summer of Sport'.

The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.

John Lewis briefed Kitcatt Nohr to create a direct marketing campaign to drive sales in its Home Technology department this summer.

The campaign targets existing John Lewis customers who are looking forward to the World Cup and other major sporting events this summer, as well as those who aren’t big sports fans but who are looking for a good excuse to purchase the latest technology.

The DM piece features an image of a Panasonic TV showing a close-up of a goal and carries the line: “A stunning view of all the action.Guaranteed.”

Inside, the pack contains images of some of the technology available at John Lewis, including HD and 3D TV, and highlights the free 5-year guarantee offered on all TVs bought at John Lewis.

Recipients of the pack are invited to enter a free prize draw to win a £1,500 Panasonic home entertainment system by completing the enclosed voucher or going online to

Rowena Reyes, Direct Marketing Campaign Co-ordinator at John Lewis, commenting on the campaign said; “We want to help our customers enjoy all the sporting action this summer, and with all the current advances in technology it’s never been easier to watch TV whenever and wherever you like.

"We hope Kitcatt Nohr’s campaign will encourage our customers to come in store or go online to find out more about all the new technology, in time for the Summer of Sport.”

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