eBay Holiday Campaign to Include TV Commercials

[eBayNews]

The Wall Street Journal is reporting that eBay is kicking off a marketing campaign on Monday featuring the tagline "Come to think of it, eBay" and including print, online and TV ads.

eBay Marketplace Operations president Lorrie Norrington told the Journal, "We want to shift the buyer perception of what eBay is today."

Here's a link to information about last year's campaign, which seemed to consist mostly of coupons and a tie-in with Microsoft Cashback (seemed to be more of a pay-customers-to-shop approach).

In 2002, the tagline was: "Do it eBay" (To the sound of Frank Sinatra's "I Did It My Way"). In 2005, the tagline was, "Whatever it is, you can get it on eBay." And in 2007, it was, "Shop Victoriously."

"Come to think of it, eBay" sounds like an afterthought, it will be interesting to see the ads and integrated approach.