Sferra launches new message
Retail Editor 2 -- Home Textiles Today, August 13, 2013
Edison, NJ - Luxury linens producer Sferra is debuting a new ad campaign this fall: Surround Yourself in Sferra.
The message, focused on building the Sferra brand, will be used in localized point of sale materials as well as print ads starting with September and October shelter magazines.
"The print campaign's concept is to highlight a beautiful image of Sferra bedding overlaid with a clever headline. In each of the ads, there will be a visual prop on the bed, leading the viewer into the Sferra brand in a compelling way," the company said. Each ad will feature Sferra's hand-embroidered linens paired with one of its newest Italian jacquards.
The first ad reads: "I live in East Hampton, but I sleep in Venezia." The Venezia bedding in the ad is propped with a Venetian Carnevale mask, a reference to Sferra's Italian heritage.
Point-of-purchase materials will be customized to the retailer's home town. On Sferra's home page, the brand slogan will frame a consumer's search for the nearest store carrying Sferra: "I live in [enter zip code] but I sleep in Venezia."
Sferra also plans to extend the campaign to social media and email outreach.
"We haven't done a shelter-driven print campaign in years, and we didn't want to do what everyone else does, or what we've done in the past," said Sferra ceo Paul Hooker. "We so value our specialty store partners that we felt compelled to come up with a campaign that aided them, and we think we have done that."
Added president Steve Schneider: "One reason we like this campaign so much-and especially the showpiece ‘Mask Ad'-is that everywhere our customers look, they'll see an iconic image of our brand, whether they are reading a magazine in print or on a tablet device, looking online at our website, checking in on social media, or standing inside one of our retail partner's stores. It's really the biggest, most comprehensive campaign we've done to date, and we're looking forward to its launch."
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