May 5, 2008 6:01 AM, PROMO Xtra, By Amy Johannes

Ann Taylor has launched a sweepstakes offering a posh trip to Europe in an effort to build its customer file.

Visitors to www.AnnTaylor.com can enter for a chance to win a trip to Paris, France, or Florence, Italy through May 11. The top prize also includes $2,000 spending money and a $2,000 Ann Taylor shopping spree with a professional stylist.

The company hopes that the lure of such an enticing prize will encourage players to opt-in to receive future marketing messages.

To enter, people register and play an online matching game by selecting three squares. If all three match, the player wins a $100 Ann Taylor gift card as part of an instant-win component. The retailer offers a 15% off coupon and free shipping to non-winners. Players who send the sweepstakes details to a friend will earn additional entries.

Banner ads, online marketing, e-mail blasts and in-store signage support the promotion.

Don Jagoda is handling the microsite and execution, while Ann Taylor is in charge of the in-store collateral.

For more stories on games, contests & sweeps

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