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Thomasville rolls out Bogart ads

By Furniture Today Staff -- Furniture Today, February 16, 2003

Thomasville, N.C. — Thomasville is launching this month a national print and broadcast advertising campaign to support the retail rollout of its Humphrey Bogart Collection.

The full-line manufacturer, importer and store franchiser debuted the licensed line of Bogart case goods, upholstery and accessories at last October's High Point market.

The campaign, which harkens back to the glamour of Hollywood's Golden Era, places the legendary actor front and center while it positions the furniture collection as sophisticated and glamorous, yet comfortable and inviting.

Ad materials include eight-page, heavy-stock inserts styled after an antique leather-bound family photo album stitched with white thread. The cover reads, "All the style of Hollywood's most romantic era returns."The interior features photos — which look attached with paste-on corners — of an elegantly dressed Bogart mixed with wide-angle and close-up product shots.

Text in the print ads, which also include two-page spreads and one-page ads, is minimal, limited to simple statements about elegance, glamour and sophistication. The ads include Bogart and Thomasville logos.

McCarthy Mambro Bertino, a Boston-based full-services marketing communications agency, developed the campaign's creative content, and Starlink Worldwide in Chicago bought media placement.

"Bogie is the epitome of elegance and effortless style, and he is still, nearly 50 years after his death, one of the most recognized and cherished celebrities of all time among women and men alike," said Chris Pfaff, Thomasville's president and chief executive officer. "Like the Bogart furniture collection, these print ads capture his essence and link it with beautiful living."

The campaign launches in March 2003 issues, which appear this month, of Architectural Digest, House & Garden, Better by Design, House Beautiful, Traditional Home, InStyle, Vanity Fair and Oprah.

In April, two-page spreads are slated for Renovation Style, Real Simple, Living Room and Southern Accents magazines. Additional inserts, spreads and one-page ads will continue through November, including in Midwest Living, Coastal Living, Country Home and Victoria magazines.

Thomasville will accompany the print campaign with a national and cable TV network broadcast campaign set to begin in March.

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