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Springmaid promotion moves on

Springs Industries has launched a major brand-building effort for one of the oldest names in its brand stable; Springmaid.

Last week the Springmaid Dream Machine hit the roads and highways of America to increase brand awareness. The company is also launching a national consumer ad campaign.

The ad campaign, according to Springs, includes a series designed to highlight the ease in which Springmaid products enhance the beauty, comfort and elegance of the home.

The Springmaid Dream Machine is a 48-foot traveling decorating center, which is fully furnished and interactive. Inside the trailer is a full-size and fully furnished bedroom and bath featuring the full breadth of Springmaid's product offerings including bed ensembles, bath accessories, such as shower curtains and bath rugs, and various window treatments. Also traveling as part of the menagerie are design consultants offering advice and decorating resource materials. Consumers can also access an interactive kiosk and sort through multiple decorating styles.

Springmaid's Kate bedding collection, a bed-in-a-bag set of sheets and pillowcases, comforter, shams and bedskirt with a motif of red and yellow lilac flowers on a yellow lattice background, completes the bedroom, while the Palm Breeze collection decorates the bath.

As the result of a new hydraulic and portable flooring system, the sides of the trailer open up to create a portable showroom, complete with white picket fence and patio, which consumers can walk through and visit.

Also inside is a digital photo booth called "Picture Yourself in Springmaid," which will allow visitors to have their picture taken and to select their favorite Springmaid bedding style. They can subsequently 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 hit the road last week, and is traveling through eight states and spending a day at approximately 85 Wal-Mart stores, beginning with Philadelphia, over the course of six months. Various cities and towns in Arkansas, Florida, Georgia, Maryland, North Carolina, South Carolina and Virginia will all be visited by the Dream Machine as well. As a result of large built-in windows on both sides of the trailer, consumers can look inside at the various products as the Dream Machine travels. Onlookers who see the truck may also log on to the website and register to win a Springmaid bedding ensemble.

"We want consumers to look to Wal-Mart as a source for all their home decorating needs," said Lois Mikita, senior vp and gmm for Wal-Mart. "Together, our new accent on fashion and coordinated assortments and the Springmaid Dream Machine add more exciting at-store resources for people looking for design tips."

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