WMC mails 110,000 pieces to buyers
Larry Thomas -- Furniture Today, March 6, 2005
Las Vegas — The World Market Center here has sent its first direct-mail piece to more than 110,000 prospective attendees for its inaugural furniture market in July.
The mailing to U.S. and international retailers and buyers follows the creative direction of the WMC's recent trade advertising campaign and encourages buyers to register and book hotel rooms well in advance of the July 25–29 event.
"The Las Vegas market will be a totally new and different experience for buyers and, as a result, the campaign should be different from anything they've ever seen before," said Dana Pretner, WMC director of marketing and public relations. "We want the campaign to reflect our market's personality and approach: fresh, sophisticated, cutting-edge and a sign of the industry's future."
The mailer uses a red faux-leather envelope with the words, "What do you want in a market?" on the outside.
Inside are four cards that tout the ease and convenience of shopping the new market, as well as the abundance of hotel rooms and other amenities in Las Vegas.
The first market will have 1.3 million square feet of permanent showrooms and 350,000 square feet of temporary exhibit space at the WMC site. Market organizers also have secured another 650,000 square feet of space for temporary exhibits at the Las Vegas Convention Center.
A separate event called the Las Vegas Furniture Show is set to run July 26–29 in the Sands Convention Center here. Organizers say that show will cover 390,000 square feet and may be expanded by as much as another 165,000 square feet.
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WMC mails 110,000 pieces to buyers
Mar 8, 2005
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