Online retailer Furniture.com launched a $5 million-plus
national advertising campaign inviting consumers “to love their rooms” with
help from “the best way to shop for furniture.”
The ad launch is the first element in a major branding program by
Furniture.com to grow its position in the $178 billion U.S. furniture and
home furnishings industry, said Kirsten von Hassel, vice president of
marketing at Furniture.com Inc.
Print and radio ads may be accessed here.
The campaign consists of three ads airing on radio stations and in daily
newspapers in more than a dozen of the largest metro markets in the U.S., von
Hassel said.
“By boldly stating ‘If a room is a place to love, Furniture.com is the way to
love it,’ the campaign establishes Furniture.com as the solution to a core
consumer need, in a way that appeals to our target audience and establishes
an emotional link between that audience and Furniture.com,” von Hassel said.
Donovan Group
developed and executed the ad strategy and creative. Neil Faber Media Inc. of
New York City planned and placed the media.
von Hassel said the new ads kick off a brand-building program in which
Furniture.com will invest “tens of millions of dollars” in additional
off-line and online advertising, strategic partnerships and other marketing
initiatives.