Target invades Manhattan, by sea
The challenges of setting up a large story in Manhattan are detailed in this Wall Street Journal story (subscription required) a few days ago. Target's advertising and marketing continues to be stellar -- unlike the Got Milk? town name change request I'd come across a few weeks ago:
Target Corp. has finally figured out how to invade Manhattan: by sea.
Long thwarted in its efforts to open a store in the heart of Manhattan, Target will float one nearby for the holidays. The Target boat will dock at the Chelsea Piers complex on the Hudson River for two weeks beginning Nov. 15, stocked with a limited selection of Target merchandise.
The 220-foot-long vessel -- its deck filled with lighted Christmas trees and its sides painted with the Target red-and-white bull's-eye logo -- will hold 150 shoppers at a time. Others will have to wait their turn in heated tents. "You won't be able to mistake it for anyone else's boat," says John D. Remington, vice president of events marketing for the retailer.