16687 Mon, 08/03/2009 - 1:13pm
LAS VEGAS–In what is a broad-based and virtually unprecedented effort, at least in scale, the World Market Center Las Vegas announced this morning it will launch a multi-faceted campaign to promote the home furnishings industry.
Funded entirely by the Vegas Market—to the tune of $5 million for the first year and as much as $20 million over the next several years—the campaign is based around the theme “Is It Home Yet?”
It will use the Internet as its prime vehicle to get the message across that home furnishings products are essential, and not necessarily luxuries, for consumers’ homes and lifestyles. The theme will be the sponsor of the Room Design section of MSN’s lifestyle network for five weeks starting Aug. 24.
There will also be print ads in Metropolitan Home and Elle Decor magazines as well as selected use of billboards. Search words have also been purchased on Google and WMC officials are planning on individual retailers further promoting the campaign in their own ad programs. The campaign was created by Ogilvy North America.
Bob Maricich, president of the WMC, called the project a “labor of love. Sixty days ago when we started talking about this, we didn’t think we could pull it together fast enough. But after the horrific numbers (for retail sales) in June, we said we have to do something.”
Maricich said the thinking started out along the lines of other industry’s marketing campaigns, such as “Got Milk” or “Beef, it’s what’s for dinner.” But as plans developed, they decided home was different. He pointed to consumer electronics as a better parallel. “If we can create that kind of excitement, celebrities will get involved and TV shows will want to cover our markets.”
The furniture industry has tried several times to market itself to the public, most recently in the “Haven” campaign, but none has ever had this kind of funding or broad support. Among those signing on are the National Home Furnishings Association and the Western Home Furnishing Association, as well as groups representing women in the industry, sales reps and the sustainability movement. Maricich said he does not expect other market centers to get involved in the program.
“This is a rare opportunity to bring together the entire industry to raise awareness and positively change the way people view purchasing home furnishings.”