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QVC Launches First Marketing Campaign in 21 Years

The QVC television retail network revealed its first national marketing and advertising campaign in 21 years on Monday, launching a new network logo and explaining cryptic billboards and online teaser ads that began appearing at the beginning of this month.

The ads, bearing the “iQdoU,” slogan, refer to the network's new catchphrase, which means “I shop QVC, do you?”

The first ad spot in the campaign, “Voices,” highlights the shopping channel’s diversity of personalities and features 30 customers, vendors and celebrities such as Heidi Klum, Carson Kressley and Paula Deen. QVC purchased advertising on broadcast and cable TV, as well as print ads in national magazines and regional newspapers.

As part of the national effort, the company redesigned its logo. The new look is a ribbon in the shape of the letter Q, designed to “suggest the feeling of a package being opened.” Inside the ribbon Q is the name QVC.

The company also said it is preparing a social shopping experience at its Web site, which is being redesigned.