The discount-fashion retailer plans to increase its digital marketing activity this year to establish the web as a key channel for driving customers in-store.
It will unveil its digital strategy this month with the launch of a Comic Relief campaign to raise awareness that TK Maxx is the sole retailer of Red Nose Day T-shirts.
The digital drive will feature a rich-media campaign running across lifestyle sites including Handbag, Friends Reunited and MSN. Ads will feature Kelly Osborne, who is figure-heading the 'Show Big Love' cross-media campaign.
In May, TK Maxx appointed Golley Slater as its first UK direct marketing agency.
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