Springmaid campaign to hit the road
Joan Gunin -- Home Textiles Today, July 23, 2002
Fort Mill, SC — Springs Industries is launching a major brand-building effort for one of the oldest names in its brand stable, Springmaid.
The Springmaid Dream Machine is a 48-foot traveling decorating center (thanks to its trailer truck configuration) that is fully furnished and interactive. Inside the trailer will be a full-size and fully furnished bedroom featuring Springmaid's product offerings including comforters, sheets, bath accessories and window treatments.
Also inside is a digital photo booth that will enable visitors to have their picture taken and to select their favorite Springmaid bedding style. They will then be able to log on to Springmaid's website, springmaid.com, and view a digitally altered image of themselves inside a room decorated in that style.
The Dream Machine is set to hit the road on July 26 and travel through eight states — Arkansas, Georgia, Florida, Maryland, Pennsylvania, North Carolina, South Carolina and Virginia — for six months. It will spend one day each at various Wal-Mart stores in each state.
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