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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.