QVC Rebrands with New Logo and Ad Campaign

For the first time in its 21-year history, QVC has launched a national advertising campaign.  The fully integrated campaign will be used to promote QVC’s re-branding efforts. 

First, QVC launched a series of billboards and online teasers saying simply, “IQdoU?”  On Sunday, QVC announced they were behind the cryptic message which means, “I shop QVC, do you?”  At the same time, QVC rolled out a new logo (its first new logo in 14 years).  The logo represents a ribbon unwrapping a package.

QVC will use television ads, billboards, online ads, print ads, direct mail and viral marketing efforts in its re-branding campaign.  Additionally, QVC sponsored a unique promotional contest for its employees wherein each of QVC’s 13,000 employees were given a QVC t-shirt and asked to find the most unique product placement.  The winner would receive $10,000.  John Moore at Brand Autopsy published a great post about QVC’s employee-generated-media campaign today.  You can check it out here.

What do you think of the new QVC logo and branding campaign?  I like it.  It doesn’t remind me of a ribbon, but I like it nonetheless.  I also love that QVC is branching out into marketing tactics they haven’t used before.  I think they’ll be successful in gaining some market share (at least in the short term).  What do you think?