Some priceless publicity to cement Target’s image as the cool place to shop came courtesy of The New York Times this week. The newspaper reported on and featured a video on its website of the retailer’s back-to-college efforts, which included chartering busses to ferry thousands of kids to its stores at 66 campuses nationwide. The program has been in place for roughly a decade, and the Times reporter who visited the campus at the University of North Carolina, where more than 2,000 freshmen participated, discovered a unique approach to currying favor with a new generation of consumers.

Click here to read the full story and watch the video.