Thomasville, A&...eaming up to showcase Bogart
By Furniture Today Staff -- Furniture Today, May 19, 2003
Thomasville, N.C. — Thomasville is partnering with cable TV's A&E Network to help promote its Bogart Collection.
The campaign, which includes print and broadcast ads coinciding with a Hollywood-themed sweepstakes, a cable TV programming sponsorship and a mini-site on the Biography Channel Web site, kicked off May 1 and runs throughout the month.
Thomasville's sponsorship of A&E TV's Classic Hollywood Week, a special week of "Biography" programs kicking off with a new Humphrey Bogart biography on May 19, highlights the promotion.
"When we learned that A&E Network was producing a new Bogart biography and was hosting a Classic Hollywood Week, we recognized this as the ideal vehicle to reach our target customers and reinforce the Bogart Collection brand message," said Mitch Scott, Thomasville's vice president of advertising and brand development.
"The Bogart Collection captures the glamour and style of Hollywood's Golden Era of the 1940s and '50s, and this multifaceted approach will drive home the association of the Bogart Collection with that stylish era among consumers," he said.
Thomasville opened the program with sweepstakes entries in each Thomasville Home Furnishings store and online at www.Biography.com. The contest offers a chance to win an all-expenses-paid trip to Hollywood, plus the Hollywood vanity and stool from the Bogart Collection, along with other prizes.
Thomasville is promoting the sweepstakes in 30-second Bogart vignette advertisements on A&E during Classic Hollywood Week, May 18–22. In addition, an advertorial runs in Biography magazine during the month of May, and a micro-site for the sweepstakes and sponsorship went live on www.Biography.com May 1.
"Nearly 50 years after his death, Humphrey Bogart's persona and popularity continue to grow as consumers young and old continue to discover and rediscover his rich legacy," Scott said.
The premiere of "Biography: Humphrey Bogart" on Monday, May 19 at 8 p.m. ET/PT launches Classic Hollywood Week, which includes programs on Spencer Tracy and Cary Grant.
