March 2009
Hallmark is rolling out an enhanced selection of everyday greeting cards, with pricing starting at 99 cents, and a new marketing campaign showcasing the emotional impact of receiving a card. The television and online advertising begin immediately and reflects consumer research acknowledging an increased need to focus on what matters most in life--family and friends.
"People are returning to basics, reaching out and letting people know they're loved and appreciated or just to say thanks," said Tressa Angell, Hallmark senior product manager.
Hallmark has enhanced the selection of 99-cent greeting cards to offer new choices, as many people consider sending an unexpected card one of the biggest little things they can do.
"Our consumers recognize that it's important to say what they want to say," said Angell. "They understand the power an unexpected gesture can have."
That power is the focus of Hallmark's ‘A Card. It's the Biggest Little Thing You Can Do’ advertising campaign. The series of television ads and online engagement feature everyday, genuine situations from modern life. John Mayer's popular song ‘Say’ is interwoven in the creative production. In each scenario, the act of giving a 99-cent Hallmark card brings people closer together.
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