Party City has launched its 2017 Halloween ad campaign and new brand positioning. Earlier this year Party City's AOR, Hill Holliday, helped the retailer re-think its media approach, uncover meaningful consumer insights and develop a unifying brand platform, 'Oh, it’s on.'
For the first time, Party City is investing substantially in digital channels; traditionally they have focused advertising on broadcast television.
To be successful at Halloween, customers told Party City they must appeal to their desire to wear an unforgettable costume that is uniquely their own. This means dressing to impress, getting tons of accolades on social media and wearing a costume that is talked about long after October 31.
Agency: Hill Holliday
Client: Party City