Ashley giveaway includes Haggard guitar
Ray Allegrezza -- Furniture Today, April 24, 2005
High Point — As part of a just-announced dealer promotion, Ashley Furniture is giving consumers a chance to shop, rock and feel like a star.
The promotion, to run from June 20 to the first week of August, is dubbed the Ashley VIP Pass and will include one grand prize of a trip for two to New York City, $10,000 in MasterCard gift certificates, a six-night stay at the Marriott Marquis Hotel in Times Square, VIP tickets to the Country Music Assn. awards and "The Orpheus" at Carnegie Hall, dinner at the Tavern on the Green and more.
The promotion, which the company hopes will involve some 1,200 retail locations, also will award an autographed guitar from country music legend Merle Haggard. Five second prizes will consist of $1,000 worth of music downloads from Music All Day Long.
"The scale of Ashley allows us to form marketing partnerships, such as our partnership with the Country Music Assn., that smaller dealers could not," said Bill Napier, Ashley's director of corporate marketing. "The goal of this most recent dealer promotion is to make furniture shopping and buying fun for the consumer and successful for our dealers."
While the consumer usually only buys furniture once in three to seven years, Napier said, "We sell a lot more than furniture, so we want to find creative and enjoyable ways to drive people into the stores seven or eight times a year."
To support the promotion, the company plans events such as having country radio stations do live remotes from stores, appearances by local country bands, and chili cook-offs.
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