KANSAS CITY, Mo. — Hallmark has expanded its holiday season greeting card lineup with new selections of intricately designed Signature cards, which feature handcrafted embellishments.
The company said Hallmark Signature Holiday cards feature fresh, sophisticated designs paired with warm, genuine messages, as well as new and expanded Signature cards for kids. The cards are crafted with distinctive designs, high-quality materials and flourishes such as gems, foil and fabric.
Hallmark noted that the collection marks its largest selection of Signature cards for the holiday season ever and, for the first time, includes Signature Hanukkah and Signature Spanish cards.
“We know that sending a card is as emotionally rewarding as receiving a card, and we want to help people share that joy with loved ones this holiday season,” stated Lindsey Roy, vice president of marketing for Hallmark Greetings. “Hallmark Signature cards are all about the details: premium papers, rich textures and beautiful embellishments. It’s these little details that deliver so much joy and make such a lasting impression.”
Hallmark is supporting the rollout of the new cards in its national marketing campaign for the holiday season, which includes a national television commercial, social/online video, interactive digital ads and radio spots.
Pop singer Gwen Stefani’s “Jingle Bells,” from her new holiday album “You Make it Feel Like Christmas,” provides the soundtrack for Hallmark’s holiday television spot, now viewable on Hallmark’s YouTube channel. Her new holiday album, which features designs from Hallmark gift wrap archives, will be sold in Hallmark Gold Crown Stores, and she is slated to do a Facebook Live video about her holiday and card-sending traditions.
“We want to inspire people to share joy by creating special moments near and far during the holidays,” Roy commented. “Hallmark Signature cards are the perfect way to celebrate and reflect the beauty of your relationships and the little things that make them so special.”
For video, Hallmark partnered with Improv Everywhere, a New York City-based comedy collective, to highlight the emotional value of card giving and receiving. Hallmark and Improv Everywhere created a card-sending station in a busy midtown Manhattan square where passers-by could stop to write cards to each other and see their messages projected onto a giant screen in their own handwriting.
In addition, Hallmark took part in a content integration with Scary Mommy, an influential online source of entertainment and information for Millennial moms. Hallmark Signature-sponsored content showing cards as part of cheer-spreading ideas is distributed via Scary Mommy’s social channels and website.