The Emotional Power of an Unexpected Card
Hallmark enhances 99-cent card line
KANSAS CITY, Mo. (June 22, 2009) — Hallmark's enhanced selection of everyday greeting cards, with prices starting at 99 cents, and a new marketing campaign showcase the emotional impact of receiving a card. The television and online advertising reflect consumer research acknowledging an increased need to focus on what matters most in life – family and friends. Whether encouraging a friend dealing with a difficult situation or giving a child an extra boost of confidence, sending a card is one of the biggest little things you can do to make someone's day.
“People are returning to a focus on basic human connection, 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 and to make sending an unexpected card quick and easy.
“Our consumers recognize that it’s important to say what they want to say,” notes 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.
About Hallmark Cards, Inc.
Kansas City-based Hallmark has been helping people communicate, celebrate and connect for nearly 100 years. Hallmark greeting cards and other products can be found in more than 41,500 places in the U.S. alone, with the network of Hallmark Gold Crown® stores providing the very best selection. The Hallmark brand also reaches consumers online at Hallmark.com and on television through Hallmark Hall of Fame original movies and the top-rated Hallmark Channel. In addition, Hallmark publishes products in more than 30 languages and distributes them in 100 countries across the globe. The company’s Crayola subsidiary provides fun and imaginative ways for children to colorfully express themselves. In 2008, privately held Hallmark reported consolidated net revenues of $4.3 billion. For more information about the company, visit http://corporate.hallmark.com.