Littlewoods Direct will splash out £5.5 million on its Christmas advertising campaign - its largest ever media spend on a campaign.
Littlewoods Direct's Christmas advertising campaign, which includes TV, print and online, will run from November 3 to December 23.
The 50-second TV ads will feature a futuristic theme, with a Littlewoods Direct space shuttle landing on a lunar planet.
In addition to the TV ads, Littlewoods Direct will run a print campaign across national magazines and newspapers including Marie Claire, Red, Glamour and The Sun.
The Littlewoods campaign continues the £20m-plus investment in advertising being made by parent company Shop Direct Group, as it seeks to reinforce its position as the UK’s leading online and home shopping retailer and achieve its objective of reaching 70% of sales online by 2010.
Trading director David Inglis said: "We are focusing this campaign around the key issues for our customers, namely great products, affordably priced and conveniently delivered, while reflecting the enjoyment of gift giving at Christmas. The purpose of this campaign is to drive sales and recruit new customers as the Christmas period accounts for around 40% of our annual sales."
Separately Shop Direct Group has strengthened its senior management team with three appointments.
Justin Young has joined the Liverpool-based retailer as sales director, following a recent management restructure, while Carl Dawson will join as chief information officer before Christmas. Ann Bryon has also joined as group corporate communications director.
Dawson is presently, group chief information officer for Thomas Cook and will have responsibility for IT strategy and e-commerce architecture. He has also worked for MyTravel and has held several roles with IT Service providers EDS and Fujitsu, where he managed the development and technical infrastructure of both Government and commercial sales applications.
Bryon joins from B&Q where she spent three years as director of corporate communications, responsible for communications, corporate social responsibility, and public affairs.
Both will report into group chief executive, Mark Newton-Jones.
Young's will be responsible for driving sales across multiple platforms and brand fascias and will report to retail director, Gary Kibble. Young joins from Phones4U.
Group chief executive, Mark Newton-Jones, said: "As part of our continued transformation into a leading online business, we are continuing to strengthen our senior management team with the appointment of Carl, Justin and Ann. I'm delighted that they have agreed to join us, as their experience will be invaluable as we continue to grow our revenues online."