BestSelections.com Breaks First Ad Campaign

Luxury and specialty goods retailer BestSelections.com began a national multi-million dollar advertising campaign for the holiday shopping season.

The campaign takes a multi-media approach with a group of print ads, regional radio spots and television tag ads throughout November and December.

BestSelections.com also plans a series of banners on online shopping channels.

Spending specifics were not disclosed.

The campaign is targeted to upscale consumers who typify BestSelections.com’s high-end customers. The site has also formed strategic alliances with several online channels, including Women.com and Snap.com, in addition to American Express.

Promotions also include a “$10,000 Shopping Spree” sweepstakes with a personal shopper online and a direct mailing to customers of the stores showcased on the Web site.

BestSelections.com offers 11 different categories of merchandise, including: antiques, edibles, jewelry, apparel and home design.

Stores include Greenleaf & Crosby of Palm Beach, Catherine Prevost Designs of London, the Hollander Collection of Aspen, and New York’s Joan & David, Davide Cenci, Diane James Floral Designs and Manhattan Fruitier.

The ad campaign was created by Ziccardi & Partners and carries the tag line: “BestSelections.com — How the Other Half Clicks.”

BestSelections.com also is launching a direct mail campaign. The company is sending announcement postcards to upscale customers of their Web site’s member stores and to American Express Platinum Card members.