There Is an ‘E!’ in Kmart


Kmart Holding Corp. and E! Entertainment Television want to draw attention to “Attention.”

The retailer and the cable network announced a marketing campaign Thursday aimed at promoting Attention, a new apparel line available only at Kmart, and promoting daily entertainment-news telecast E! News Live.

E! News Live talent including Alisha Davis, Giuliana Depandi and Kristin Veitch will wear Attention in Kmart's magazine-advertising campaign, scheduled to break this week in major fashion and entertainment publications, along with wearing the clothing on the show throughout the fall.

Kmart will include tune-in messaging for E! News Live in the magazine campaign and in signage throughout its stores.

“We're excited to be working with E! because it provides another great opportunity to market our exclusive brands in a nontraditional way,” Kmart senior vice president and chief marketing officer Paul Guyardo said in a prepared statement. “Our new Attention line is smart, stylish apparel that comes to life perfectly when worn by the women of E! News Live.”

Grey Worldwide developed the campaign’s creative.