Launches “George the Cat” Campaign introduced George the cat,
“the world’s toughest furniture critic,” as the icon of a $20 million
integrated national branding campaign.

The campaign includes national network and cable television, radio, magazine,
newspaper and online advertising, supported by direct communications and
promotional activities.

The advertisements spotlight George in a series of one-on-one
interviews as being so comfortable in his dream home
that he never wants to leave.

“Cats embody the deep emotional attachment everyone has to their homes,” said Marketing Vice President Kirsten von Hassel. “They demand the
ultimate in comfort — just like our consumers.”

“We’re breaking through the clutter of retail furniture advertising,” she
said. “All the furniture ads look the same. Their logos are interchangeable.
George is unlike anything that’s out there. We’re going to stand out and make
a statement.”

The television advertisements will air on NBC, CBS and ABC as well as HGTV,
E! Entertainment Television and other cable stations. In print, the ads will
appear in shelter, lifestyle and weekly magazines; and in national and
general market newspapers.

The campaign was developed for by Bartle Bogle Hegarty. offers live consultant assistance, a Personal Shopper service,
a Room Planner application, free delivery and in-home set-up and a customer
satisfaction guarantee.

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