Today, the Official Tools of NASCAR also became the Official Tools of DIY Network, the go-to media resource for do-it-yourself enthusiasts. Executives from Sears announced the agreement for Craftsman, America's most trusted brand, at the International Builders' Show with representatives of Scripps Networks-owned DIY Network.
The agreement will include the development of a customized show strategy specifically for Craftsman, which has the option to send product to be integrated within DIY Network programming.
"At its core, the Craftsman brand inspires trust," said Erik Rosenstrauch, brand director for Craftsman. "Craftsman has the right tool for the job, regardless of people's skill level or complexity of the project. And what better place to demonstrate the potential that Craftsman enables than the network that DIYers rely on to be inspired?" According to Rosenstrauch, the reciprocal sponsorship agreement is tied to both hand and power tools as well as lawn and garden equipment, and will be communicated via television, radio, online, print ads, direct mail, in-store and product packaging.
"This innovative agreement aligns two highly-trusted brands with a shared commitment to empower and engage do-it-yourself enthusiasts," said Bob Baskerville, DIY Network president. "DIY Network's expertise in home improvement content coupled with Craftsman's best-of-breed tools delivers value for everyone from the novice to the most advanced DIYer."
DIY Network is seen in 50 million households and its Web site attracts more than 2.5 million unique visitors each month. The announcement came at the International Builders' Show, where the Craftsman brand showcased several new products, including prototypes of its award-winning Nextec line.
About Sears Holdings Corporation
Sears Holdings Corporation (NASDAQ: SHLD) is the nation's fourth largest broadline retailer with over $50 billion in annual revenues and approximately 3,800 full-line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart and in Canada by Sears Canada. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, please visit Sears Holdings' website at http://www.searsholdings.com/.
About DIY Network
From the makers of HGTV and Food Network, DIY Network is the go-to destination for rip-up, knock-out home improvement television. DIY Network's programs and experts answer the most sought-after questions and offer creative projects for do-it-yourself enthusiasts. One of the fastest growing digital networks and approaching 50 million homes, DIY Network's programming covers a broad range of categories including home improvement and crafts. DIY Network's award-winning Web site, www.DIYnetwork.com, is a leader in the Nielsen/NetRatings' Home and Garden category. The site features broadband video channels including home improvement, crafts, automotive, gardening, and woodworking along with step-by-step instructions totaling more than 20,000 projects online.
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SOURCE: Sears Holdings Corporation
CONTACT: Larry Costello of Sears Public Relations, +1-847-286-9036,
Lcoste5@searshc.com, or Lee Hall of DIY Network, +1-865-560-3853,
Web Site: http://www.searsholdings.com/