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The Backstreet Boys and Sears Reveal Plans

(7/27/99, 1 p.m. PDT) - Sears, Roebuck & Co. has unveiled its national marketing campaign in conjunction with the Backstreet Boys' upcoming fall North American tour (LAUNCH, 5/17). Sears is sponsoring the group's tour, dubbed Sears Presents Backstreet Boys Into The Millennium. Backstreet Boy Kevin Richardson tells LAUNCH that the U.S. tour will be different. "Being that the album is titled Millennium, we're trying to make the show on a futuristic tip, like into the future…I don't want to build it up too much, or seem like I'm bragging or anything, but I think people are going to be really shocked when they come and see the show."

Sears will roll out the pre-tour marketing campaign throughout the month of August, focusing on national back-to-school in-store promotions taking place from Aug. 1-15. The campaign will feature a promotional television commercial, which will be reminiscent of the Beatles' film A Hard Day's Night. The 30-second spot shows a mob of female fans pursuing the five Backstreet Boys through the city as they duck into restaurants and double-decker buses. The television ad also promotes a Sears back-to-school sweepstakes.

The overall campaign includes in-store video spots, national newspaper ads, direct mailers, gift-with-purchase promotions, cards in teen magazines, and more. The Backstreet Boys' latest album, Millennium, shattered sales records in May, moving 1,134,000 units in a single week.

The Backstreet Boys' tour will visit more than 40 cities in 11 weeks. It kicks off Sept. 14 in Fort Lauderdale, Fla.

-- Jason Gelman, New York

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