TJ Maxx has revved up the Maxxinista Express, a holiday-themed double-decker bus that will take brand superfans in Los Angeles, Miami and Dallas on day-long tours of three TJ Maxx stores in each city this month. The Express is built on the superfan ritual of “Maxx-hopping” from store to store in search of something unexpected in each location, as well as superfans sharing their finds with the rest of the world via #Maxxinista content on TikTok and Instagram.
In addition to a full day of shopping at the stores, each stop on the holiday tour will include:
- Shopping challenges and TJ Maxx trivia contests;
- Festive details such as Maxx-printed wrapping paper and needlepoint pillows featuring fan-favorite phrases as well as custom cubbies where each guest can store her shopping hauls; and
- Iconic photo moments for social sharing.
“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 Christina Lynch, VP, Marketing Director at TJ Maxx in a statement. “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.”
Pretty Little Liars star Janel Parrish was the celebrity host for the Maxxinista Express’ first stop, in Los Angeles on Dec. 4. The tour picks up again on Dec. 11 in Dallas, hosted by former NFL cheerleader Kelcey Wetterberg, and then moves to Miami on Dec. 18, where it will be hosted by Miami-based created Vale Genta.
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