Hallmark's brand campaign celebrates everyday life

KANSAS CITY, Mo. — Hallmark wants customers to celebrate life's everyday, unexpected moments through a new tagline and year-round campaign.

The greeting card company's "Life is a Special Occasion" campaign will communicate and engage with consumers year-round. Hallmark said that its recent product innovations, including recordable storybooks, personalized greetings, personalized plates and interactive story buddies, help customers capture those moments that often pass by.

"We are committed to Hallmark's brand purpose of inspiring meaningful connections that enhance relationships and enrich lives," said Lisa Macpherson, Hallmark's chief marketing officer. "However, as our products and services expand to meet consumer needs, we have an opportunity to expand Hallmark's brand relevance in our consumer's daily lives as well. Life is a Special Occasion was developed to help achieve that goal."