Santa Monica, CA — A national broadcast advertising campaign for La-Z-Boy begins Sept. 10. The strategy developed by RPA, the largest independent advertising agency on the West Coast, positions La-Z-Boy Furniture Galleries as the place to go for comfort, expands the perception of the furniture available from La-Z-Boy Furniture Galleries and communicates a modern, relevant point of view about La-Z-Boy Furniture Galleries.
Targeting 35- to 64-year-old consumers whose household income is $50K–$150K, the campaign appeals to "Comfort-Seekers"—those who seek motion in their furniture. These consumers enjoy life, are relaxed, reject pretension, don’t live to work, are down-to-earth, uncomplicated, and value home as refuge from a hectic world.
La-Z-Boy has an 80-year heritage as the maker of the most comfortable reclining chair in the world. Consumers recognize this and the brand has a strong iconic identity—a name you can trust, comfort and durability.
"La-Z-Boy has a great heritage and reputation for making the world’s most comfortable furniture. We’re making that message relevant for the 21st Century," said Doug Collier, Chief Marketing Officer at La-Z-Boy.
Spots present comfort as a solution to our modern, over-connected world, and La-Z-Boy Furniture Galleries as a place to get that comfort. "This campaign takes a humorous approach to furniture buying, with a nod to how hectic and confusing life seems to be these days. By doing so, we connect emotionally with our target, and La-Z-Boy Furniture Galleries stands out from the sea of sameness that defines this category’s advertising," said David Smith, SVP, Creative Director at RPA.
The first La-Z-Boy spot will air on Monday Night Football on Sept. 10 during ESPN’s double-header opener. Four spots begin on Sept. 17 exclusively on ABC during season premiere weeks on programming such as Dancing with the Stars and Boston Legal. As part of this schedule, La-Z-Boy will have a custom integration on ABC during an original episode of "Extreme Makeover: Home Edition" as well as a home-page roadblock on the program’s Web site the day the episode airs. In addition, the TV buy includes exposure on college football games on ABC and ESPN throughout the fall. Three additional national spots begin during the holiday season.
A library of regional spots covering a wide range of promotional events like Presidents’ Day, clearance or high-impact weekend sales provides La-Z-Boy Furniture Galleries dealers the ability to choose from a continuously growing tool box of unique creative. This library will set the La-Z-Boy brand apart from competitors in the furniture category.
The national cable TV buy, which begins Sept. 10, includes more than 20 networks, including A&E, Bravo, CNN, ESPN, HGTV, Lifetime, TBS and USA, all of which have added-value components.
For example HGTV, DIY and Food Network will feature Short Stories, short-form programming that delivers strategic positioning by combining content with valuable La-Z-Boy Furniture Galleries brand and product information. The customized vignettes will feature branded integration across three :60 short-form programs that show real people in real-life situations using a documentary-style format to deliver relevant information, and will air within a half-hour program across three commercial breaks in prime and weekend dayparts.
Print breaks in November in 15 publications that support the comfort positioning and have broad appeal. Online advertising begins Sept. 17 on online directories and content Web sites. Search marketing is composed of behavioral, content and keyword targeting.
RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM, Lenox Financial Mortgage and Zatarain’s.
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