TJ Maxx spotlights gifting with Maxxinista Express holiday tour
FRAMINGHAM, Mass. – TJ Maxx superfans and their “Maxx-hopping” jaunts provided the inspiration for the chain’s new city-to-city holiday marketing campaign.
The new Maxxinista Express, a first-of-its-kind double-decker bus, hit the road on Dec. 4 to travel to three cities during the holiday season. Select fans – aka Maxinistas – will have a full day of shopping with stops at three TJ Maxx stores in their area. At each location, the Maxxinistas will share their favorite shopping hacks and show off a “”you won’t believe what I got this for” piece.
The events will include Maxx-themed bingo, trivia, and other contests inspired by the treasure-hunting experience of shopping at TJ Maxx.
“The Maxxinista Express is an ode to our superfans who proudly share their TJ Maxx adventures, going from store to store in search of the latest viral accessory or coveted designer find,” said Christina Lynch, vice president, marketing director at TJ Maxx.
The Maxxinista Express is decked out to provide photo backdrops for social sharing, including a seasonal snack bar, faux fireplace, Maxx-printed wallpaper and needlepoint pillows featuring fan-favorite phases.
The Dec. 4 excursion in Los Angeles was hosted by Janel Parrish, star of Pretty Little Liars and Hallmark Channel’s newest addition to its holiday lineup, Christmas on Duty. The Dec. 11 store tour in Dallas will be hosted by former NFL cheerleader Kelcey Wetterberg. The final stop in Miami on Dec. 18 will be led by by Miami-based creator Vale Genta, who is known for blending humor, fashion, and lifestyle storytelling.
The journey will also be tracked at @tjmaxx TikTok and Instagram, along with exclusive content in the all-new Broadcast Channel.
“TJ Maxx cherishes our passionate Maxxinistas and their love of connecting with each other, so we wanted to bring them together during the most magical time of the year,” said Lynch.
