Site redesign is part of QVC’s first national marketing and ad campaign

The first national marketing and advertising campaign in QVC Inc.’s 21- year history is behind the phrase “iQdoU?,” which has appeared on billboards around New York, Los Angeles and Philadelphia since early September. Also used in an online teaser campaign, the catch phrase is behind the company’s new branding campaign and plays off the recent cell phone text-messaging shorthand craze.

QVC revealed this week that it was the instigator behind the messaging with a series of national newspaper, magazine and television ads that showcase the company’s new catchphrase which means “I shop QVC, do you?”

QVC’s integrated marketing campaign began with advertising spots airing on national broadcast and cable television. Its first commercial represents the company’s diversity of personalities, featuring 30 customers, vendors, and celebrities, including model Heidi Klum and TV cooking show host Paula Deen.

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Online advertising, viral, buzz and direct mail components will be introduced throughout the fourth quarter of 2007 and into 2008, the company says, heating up as holiday shopping gets under way. In the coming weeks, QVC plans to unveil new social shopping features through a web site redesign, which will “bring imagery and design to a new level, while enhancing video assets and online content,” the company says.

All creative will highlight QVC as a social shopping experience, the company says. The multi-tiered campaign will include print ads in national magazines and regional newspapers. The marketing campaign includes a new logo.

“With this campaign, we will tap into the excitement and feeling that our customers experience when shopping with QVC,” says QVC president and CEO Mike George.

The brand launch is one of several initiatives the company is undertaking in its evolution from a TV shopping channel into a multimedia retailer, the company says.

QVC Inc., a wholly owned subsidiary of Liberty Media Corp., is No. 14 in the Internet Retailer Top 500 Guide.