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Vegas World Market Center Launches $20 Million Consumer Ad Campaign

By Staff -- Gifts and Dec, 8/4/2009 1:54:00 PM

Las Vegas —World Market Center Las Vegas is launching the “Is it Home yet?” advertising campaign designed to position home furnishings as a needed and desired enhancement to the family’s home and lifestyle, not a luxury. The multi-year program will be financed by the World Market Center to the tune of $20 million.

Supporting organizations include the National Home Furnishings Association, Western Home Furnishing Association, the Sustainable Furnishings Council, WithIt (Women in the Home Furnishings Industry Today), the Home Furnishings Independents Association and the American Society of Furniture Designers.

The campaign also marks September as “National Home Furnishings Month” culminating in a highly promoted 10-day sales event at the end of the month.

The first phase of the campaign will be supported by advertising, branding, education, promotions, sales events, policy efforts, public events, social media outreach, and consumer research. The advertising plan, which consists of print, outdoor and digital components, will reach consumers who are looking for content about refurnishing their homes; and retailers, who will be provided with a tool kit to help them activate the campaign in their own local markets, including print advertising templates and other components.

The core of the national media campaign, created by Ogilvy North America, is a digital program anchored by owning and designing the “Room Design” section of MSN’s Lifestyle network, which will run from August 24 to September 30. A display and search program will run on MSN and several display advertising networks, and through Google AdWords platform. The national print advertisements will run in Elle Décor and Metropolitan Home. In addition, outdoor billboards will run in several key markets.

During the last 10 days of September, there will be “Is it Home yet? in-store promotions. By visiting the MSN Room Design micro-site, consumers can access a Store Locator powered by National Home Furnishings Association’s 10,000 store database, plus World Market Center’s participating registered retailers.

This first annual event will include a sweepstakes throughout the month of September in which five winners will be awarded weekly with room makeovers valued at $5,000. Consumers will be able to visit the campaign’s website, HomeYet.com, beginning on August 24 for more information including the sweepstakes rules and regulations.

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