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Karastan backs Sunwash with TV

ATLANTA -For the first time in about 20 years, Karastan, the upscale area rug division of Mohawk Home is launching a national television ad campaign to promote an individual product collection.

For the entire month of March, Karastan will put its market focus on its new Sunwash collection, coordinating its TV commercials to its existing print advertisement campaign in top shelter publications like Architectural DigestMartha Stewart Living, House Beautiful, Traditional Home, Sunset, Elle Decor and House & Garden.

"We saw what happened with our tea wash collection, and we want the same thing to happen with our new Sunwash collection," said Phil Haney, senior vp of marketing and sales, referring to the popularity of Karastan's amber-colored tea wash rugs several years ago. "We hope these TV ads help really launch it and make it a really strong collection for us."

The commercials will be aired during NBC's "Today Show"; CNN's "Larry King Live"; as well as on HGTV; MSNBC; and CNBC.

"Both campaigns are exclusively driven around the Sunwash collection," Haney said. "We advertise nationally all the time with our [print] campaign, and we also have our dealers who do local ads for specific promotions. This [TV ad campaign] effort will coordinate our effort nationally with our dealers' efforts locally. We see it as one plus one equal three-we do our thing, they do their thing, and the combination of the two makes us all the stronger."

The Lance Benefield & Co. advertising agency in Scottsdale, AZ, which also previously developed Karastan's broadloom ad campaign, developed the Sunwash collection's TV campaign. It includes Karastan's own national commercial plus two dealer co-op commercials. Federated Department Stores' Rich's in Atlanta as well as Macy's West and Einstein Moomjy in New Jersey already partnered with Karastan to create co-op commercials.

The Sunwash collection was publicly introduced at the Atlanta International Area Rug show in mid-January.

"We've had a fantastic response to it," Haney said. "We think we are right on target with it. We originally had three patterns, and we added a fourth pattern for the Atlanta show."

The Sunwash collection is inspired by antique rugs more than 100 years old, Haney said.

Sunwash "gives the rugs a rich glow and soft patina," he added, with lighter shades, "like those of Tuscany and Provence" to brighten the home.

Made in Karastan's NC factory, the Sunwash rugs are 100 percent New Zealand wool and are axminster woven. Price points include $2,499 for a 9¢ x 12¢.

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