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Furnitureland South teaming up with CBS' Jim Nantz

New Dream Home campaign targets golf community

Furniture Today Staff -- Furniture Today, March 4, 2009

HIGH POINT — Furnitureland South here has signed an endorsement agreement with CBS Sports' Jim Nantz to be its spokesman for the next two years and to help with its new Dream Home marketing campaign.

Nantz, called "the voice of CBS Sports," is best known for his coverage of major sporting events such as the Masters tournament, the PGA Championship, the NFL on CBS and the NCAA Men's Final Four. He also co-authored the 2008 book "Always By My Side," which rose to No. 3 on the New York Times best-seller list - the highest ranking achieved by a sports book last year.

FLS launched its Dream Home marketing campaign earlier this year. The initiative includes an updated, high-tech Web site with a space-planning tool, as well as showroom presentations that feature a five-minute orientation film of the FLS campus and shopping experience.

A large portion of the new campaign targets the golfing community, including some of the Dream Homes featured quarterly on the Web site, which FLS designers have had a hand in designing and furnishing, said Stacy Dove, marketing production manager for the retailer.

Nantz will be the overall spokesman for FLS as well as be involved in the portion of Furnitureland South's Dream Home campaign aimed at the golf community, she said. That part will focus on traditional TV and print media such as the Golf Channel, Golf Digest and Golf Magazine, and Web sites such as Golf.com, PGATOUR.com and GolfChannel.com, FLS said.

"The creative content for the golf-centric part of the campaign is inspired by Nantz's real-life stories from his book, further personalizing the long-term relationship between the two parties," the Top 100 company said.

"Our mission is to tell the world about Furnitureland South, and who could possibly be better to do so than the world's best storyteller?" said FLS Executive Vice President Jason Harris.
Furnitureland South and Nantz are kicking off the campaign with a 2 p.m. event Thursday on FLS' campus, which features more than 1 million square feet of furniture, bedding and accessories. Nantz also will address the retailer's top sales performers during its annual awards banquet at High Point Country Club that night.

The company did not release the terms of the endorsement.

"Furnitureland South is an amazing place and I am thrilled to help them launch their first major branding campaign through golf," Nantz said in the release.

"Many of my friends on the PGA Tour have furnished homes with Furnitureland South and I look forward to sharing one of the tour's best-kept secrets."

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Furnitureland teams with Nantz

Mar 9, 2009

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