Excelsior Designs struts sexy style with new magazine ad campaign
By Furniture Today Staff -- Furniture Today, March 31, 2003
North Amityville, N.Y. — Italian case goods producer Excelsior Designs has launched a national advertising campaign to build awareness of its new and existing products.
Ads will appear in such publications as Metropolitan Home, Home, Elle Décor, House & Garden, Traditional Home, Better Homes & Gardens, SIP Beautiful Interiors, and custom publication Lexus, which is distributed to owners of Lexus automobiles.
Advertising impressions for the year will exceed 45 million, according to the company.
The Media Matters in Lexington, N.C., developed and is executing the program.
The ads tout the product as sleek, sensual, sexy and Italian. For the Excelsior Designs brand, striking contemporary and transitional products are displayed against a clean, white background with minimal architectural interest.
"We want the beautiful lines and finishes of each featured item to clearly show, as well as the function," said Steven Kayne, president of Excelsior Designs. "With the use of copy and smaller inset images, we are able to show details and functionality that will motivate consumers to purchase."
For Casa Novalia, a division of Excelsior Designs, the company chose to use lifestyle photography to convey the message that the comprehensive collections include bedroom, dining room and occasional.
A color brochure describing the program and showing the schedule and all the ads was mailed to Excelsior's retailers.
"We have retailers who are so pleased with the campaign they have called to order additional product for their floors as well as ask for versions of the ads to use locally," said Kayne.
"We are already seeing a dramatic rise in consumer inquiries and expect to generate increased sales."
Excelsior Designs' sales reps will use the brochure as a handout in sales meetings to ensure sales and design staffs are prepared when consumers mention the ads.
The company also is relaunching its Web site at www.excelsiordesigns.com with a new look to support the national ad campaign.
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