La-Z-Boy wins award for best TV campaign
Lifestyle vignettes feature hip music, fun folks, fashionable furnishings
By Furniture Today Staff -- Furniture Today, March 31, 2003
Monroe, Mich. — La-Z-Boy and its La-Z-Boy Furniture Galleries advertising campaign won two Gold Retail Advertising Conference awards from the Retail Advertising Marketing Assn. La-Z-Boy was honored in the specialty retailer category for the best overall television campaign and best television image or positioning ad.
The ads feature a fast moving series of lifestyle vignettes featuring fashionable furnishings and fun, confident individuals, set to hip, upbeat music.
"These spots are a perfect reflection of what the new La-Z-Boy brand and our new generation La-Z-Boy Furniture Galleries are about. They're fun, they're hip and they're stylish," said Doug Collier, vice president of marketing for La-Z-Boy. "We are certain that these ads will be successful as our national campaign is enhancing the brand identity of our Furniture Galleries stores among our target audience."
The Furniture Galleries retail ads are an extension of the La-Z-Boy New Look of Comfort campaign, which won a silver Effie award in 2002.
The Retail Advertising Conference awards are chosen by a panel of advertising leaders and are judged on the basis of creativity, concept, brand consistency, execution and results. More than 600 entries from around the world compete for the annual awards.
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