Drexel Heritage partners with Disney on promotions
Powell Slaughter -- Furniture Today, May 3, 2004
HIGH POINT — HIGH POINT — Drexel Heritage and Hollywood are teaming up.
This summer, the full-line manufacturer and importer will load its stores with the Princess Mia bedroom in a cross-marketing agreement with Walt Disney's upcoming feature film, "The Princess Diaries 2: Royal Engagement." Mia is the titular princess in the movie, a sequel to the hit, "The Princess Diaries."
"Hollywood is loving Drexel Heritage, and Drexel Heritage is loving Hollywood," said Jeff Young, president and CEO. "Drexel Heritage is in the long-term process of marketing that doesn't just sell furniture but connects with consumers in different ways."
This summer, television spots will promote the movie, set for release Aug. 11, and include the tagline, "Princess Mia's Royal Suite in stores now."
The commercial features a young girl dreaming of growing up to become a princess. The bedroom is a highlight of the way she imagines her adult surroundings.
"Drexel Heritage and Disney have a fully integrated partnership," said Lisa Bay Adams, director of national promotions for Walt Disney Studio. "Drexel Heritage is promoting the movie, which has a dramatic piece of product placement with the bedroom. We feel the Drexel Heritage brand helps us reach a more upscale market."
Disney and Drexel Heritage plan to host formal tea parties at its stores on opening weekend of the movie. Mothers, daughters and others will attend the parties, after which Disney will host them for special screenings of the movie. Disney will award a prize to attend the movie's premier in Hollywood this summer.
