Ikea readies new ad message

Plymouth Meeting, PA — Home furnishings retailer Ikea embarked this week on a new advertising campaign, primarily geared toward women, that demonstrates how people can create their dream home regardless of budget.

The ads will rotate throughout the year and encompass 12 to 14 TV spots that concentrate on home makeovers. The ad campaign, created by Miami-based Crispin Porter + Bogusky, will include 30-second spots aired during daytime TV programming that reaches female viewers age 21 to 64.

"This whole new ad concept is designed to demonstrate in an entertaining and motivating way how even a minimal investment can really make a difference in the home," said Gina Raiser, advertising manager, IKEA North America.

Later this year, Ikea will debut its first spots in North America featuring children's product. The campaign will extend to radio and newspapers to support key sales events. Also, Ikea will expand the number of Spanish-language commercials to seven, with some targeted spots scheduled for radio and print ads.

Thomas RussellThomas Russell | Associate Editor, FurnitureToday

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.

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