Target & Marshall Field’s
Del Corazón & Día Del Niño Customer Appreciation Events
In support of Target’s strong community involvement commitment, a free, two-part, month-long Latino patronage appreciation event was initiated at Chicago’s Mexican Fine Arts Center Museum to celebrate varying Mexican performing arts and children’s activities.
Establish a day-long calendar of events for adults, children and families. Graphically use Target’s corporate red to create extremely vibrant illustrations in a traditional, but boldly modern style.
Print materials included:
- Bus shelter
- Bi-lingual brochures
- Graphics for “L” train interiors, stations, and train wraps
Event attendance consistently increased annually while the poster campaign built a following of poster art collectors (Americans and Latinos) who created collections of the series. Poster requests became so voluminous that a book of posters was finally compiled, published and distributed to satisfy demand. A majority of the Mercado’s retailers (primarily food merchants) experienced vast financial benefits from the promotions.