Kohl’s ‘Shop to Win’ Campaign with Olympians

Kohl’s Department Stores (NYSE: KSS) announced its spring integrated marketing campaign, featuring Olympic gold medalists Dara Torres (swimming), Mia Hamm (soccer) and Lindsey Vonn (skiing).

Debuting today, March 19, the new campaign titled “Shop to Win,” follows each of the three female athletes as they experience Kohl’s fashion assortment, brands and value. It is the first time Kohl’s has used Olympic athletes in its marketing efforts.

The integrated campaign targets women who are budget conscious but looking for quality and style, and is featured across multiple mediums including digital and social media, Kohls.com, television, radio and public relations.

The campaign embodies the emotions an athlete feels during competition – the surge of adrenaline, the thrill of victory and the rush of accomplishment, and parallels that to the excitement of being a savvy customer and finding the best deals on fashion solutions for the entire family, explains the company.

Meanwhile, Procter & Gamble Canada (P&G), in cooperation with the Canadian Olympic Committee (COC), announced its sponsorship of nine Canadian Olympic hopefuls as they prepare to represent the country at the London 2012 Olympic Games. (Read: P&G to Support Canadian Olympic Hopefuls)

“We are excited to launch the spring “Shop to Win” marketing campaign, featuring three world-class female Olympic athletes,” said Julie Gardner, Kohl’s executive vice president and chief marketing officer.

“The campaign depicts shopping as a sport and captures the emotion felt when women search for, and find, great deals for themselves and their families. We are confident this will resonate with women who are seeking great style at a great value.”

Torres, Hamm and Vonn were shot for their own unique haul videos during recent shopping trips. In these videos, each woman is filmed in several departments throughout the store and showcases her favorite items and the deals she found.

The athletes’ haul videos serve as an introduction for customers to create their own haul videos or photos and post them to Kohl’s Facebook page at http://www.facebook.com/kohls from March 27 – May 8.

Consumers can participate in one of two ways: upload their haul videos for a chance to win a prize or vote on other uploaded haul videos.

In the picture above: (L to R) Lindsey Vonn, Dara Torres, and Mia Hamm.