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Market Authority launches ad campaign for April show

By Larry Thomas -- Furniture Today, January 9, 2005

High Point — The International Home Furnishings Market Authority has launched a $145,000 advertising campaign to promote the April market.

The campaign, the group's most high-profile promotional effort to date, is designed to encourage new buyers to attend market and attract those who haven't been to High Point in recent years.

"This campaign emphasizes the size of the market ... and reminds people that it's the biggest and the best," said Scott Williams, vice president of marketing strategy at Emisare, the Greensboro-based marketing and advertising agency that developed the campaign. At the Market's Authority's board meeting last week, he said ads have begun running in trade publications Furniture/Today and InFurniture, and will continue until mid-April.

Market Authority President Judy Mendenhall said much of the money for the campaign came from a $100,000 grant from North Carolina's Golden Leaf Foundation.

In other news related to the April market, board members were told:

• Shuttles to more than 100 area hotels will begin running on Wednesday, April 13 — one day before the market's official opening. Hotel shuttles traditionally haven't begun until opening day, but many attendees have asked for the service to begin earlier, Mendenhall said.

• Shuttles to various downtown showrooms will start even earlier — on Tuesday, April 12 — while shuttles between downtown High Point and a satellite parking lot at Oak Hollow Mall will start Monday, April 11. (The shuttle to a second satellite lot south of downtown won't begin until opening day.)

• The Market Authority's Web site begins accepting hotel reservations for the April market on Jan. 10.
  About 75 hotels have allotted blocks of rooms for the group's reservations system.

• Avis and Enterprise have agreed to offer discounts on car rentals to market attendees who make reservations using a special discount code.

Rates start at $45 per day for a compact car, far below the rates attendees often pay at market.

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