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Drexel Heritage creates three-brand ad campaign

Powell Slaughter -- Furniture Today, March 2, 2003

High Point — Full-line manufacturer, importer and retail franchiser Drexel Heritage is set to roll out fresh national print advertising to support its tri-branding strategy.

Each product segment — starting-price dh, midpriced Drexel and top-end Heritage — will have its own ads, but all will share several characteristics.

"We're going to two-page spreads on every ad we do, and they'll all have the same format," said President Jeff Young. "We're making them distinctly more casual, even with Heritage. Some of the room settings in the old ads had an almost museum-like quality."

The new ads will have fewer products than before, concentrating on pieces in bright, open settings.

"We've softened our approach a bit," said Melanie Dunn, vice president of visual merchandising. "We want these ads to be more approachable, more real life, and less stuffy."

Children will appear in the ads, even for Heritage. Younger children will appear in ads for the Drexel segment, and dh ads, for a line targeting youthful consumers making their first furniture purchase, might include pets.

"We've added a tag line: 'Now style and quality are affordable'," Young said. "That's an attempt to educate the consumer that Drexel Heritage stands for something different than it did."

The new ads will be in consumers' hands in April, when shelter magazines release their May issues. Publications will include Architectural Digest, Traditional Home, House Beautiful, Veranda, Country Living and Real Simple.

This autumn, Elle Décor will begin carrying the new ads.

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