PetSmart Spells Out Service

Retailer PetSmart is touting a slight name change with an online game breaking this week, and a TV and print ad campaign.

The effort centers on a small spelling change from PETsMART (emphasis on "mart") to PetSmart (emphasis on "smart"). The PetSmart Play It Smart instant-win game broke Sept. 6; players answer pet-care questions for a chance to win gift cards for products, training classes or grooming sessions (up to $500). There are 560 prizes in all, including 56 shopping sprees ($500 each). The Marketing Store Worldwide, Oak Brook, IL, handles.

Ads break later this month; all stores will get new signage by 2007 to reflect the new name.

PetSmart's spell-check prompts a repositioning

Phoenix-based PetSmart's name change repositions the 760-store chain as a full-service pet center with grooming, training and boarding services.

"When we started in this business, we were a mart, offering a wide selection of pet products at low prices. Today, we also offer superior solutions and services for healthier, happier pets," said CEO Philip Francis in a statement. "We've earned the right to call ourselves PetSmart."

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