ICSC Asks Shoppers to Buy Local

That's more or less the message in a new ad from the International Council of Shopping Centers, which is making a plea to consumers to stay offline and instead buy holiday gifts locally through a new campaign that includes a 60-second spot that will run nationally. The group hopes to educate consumers about the importance of sales taxes to their communities, saying that more than 33% of a municipalities' annual revenue is generated by sales taxes and those funds go toward schools and hospitals, as well as police and fire departments.

The spot is slated to run this Friday and Saturday on programs including "The Oprah Winfrey Show" and weekend editions of "Good Morning America" and the "Today Show." It will air on networks including CNN, Fox News, MSNBC and the Weather Channel among others.

Michael Kercheval, president-CEO of ICSC, said the campaign is the biggest consumer-targeted effort the group has ever embarked on. Typically, ICSC focuses on business-to-business communications.



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