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Hickory Springs to promote EarthCare at retail

Will launch EarthCare Challenge at High Point Market

David Perry -- Furniture Today, September 25, 2009

HICKORY, N.C. — Hickory Springs will promote its EarthCare Inside retail marketing program with a new consumer campaign that will play out like a reality game show, with a twist.

The major supplier to the furniture and bedding industries will kick off its "EarthCare Challenge" at the High Point Market, which opens Oct. 17.

That first-of-its-kind nationwide contest will chronicle, in a reality game show environment, the challenges of six contestants aspiring to live more sustainable lifestyles. The twist is that the game show will take place not on a TV set but on the Internet on social media sites. The online sites include Facebook, Twitter, YouTube and EarthCareInside.com, the site that promotes Hickory Springs' line of eco-friendly components for upholstered furniture.

The contest provides a variety of promotional opportunities for retailers and manufacturers looking to promote their brands to the growing number of consumers interested in eco-friendly lifestyles and sustainable furniture, the company said.

"In creating our EarthCare Inside campaign for furniture dealers, our mission is to show consumers how positive change is possible - from the inside out," said Dwayne Welch, executive vice president of Hickory Springs. "We can't think of a better way for consumers to experience this message than by taking the EarthCare Challenge."

The nationwide call for entries runs from Oct. 17, the opening day of the High Point Market, to Nov. 15. On Dec. 1, Hickory Springs will announce six regional finalists, who will embark on a 45-day makeover.
The EarthCare Inside program was developed by Hickory Springs to offer furniture manufacturers a range of environmentally friendly components, including seat cushions made from its soy-based Preserve foam, springs forged from recycled steel, webbing woven with 100% recycled Repreve yarn from Unifi and back cushion fibers fashioned from recycled content.
A panel of EarthCare Inside green lifestyle experts will guide the finalists toward their own sustainable lifestyle. The contestants' progress will be chronicled through the social media sites, while the public at large is invited to participate by voting for their favorite contestant and registering on designated online sites for a chance to win special discounts and prizes.

The grand prize package, which will include a shopping spree of eco-friendly furniture, will be awarded in early 2010 to the contestant who has made the most dramatic makeover.

"The aspiration to live greener lifestyles inspires people of all ages to express themselves in a positive way," said Welch. "The EarthCare Challenge is a chance to share real experiences within a community that we're creating with our partners in the furnishings industry. It's a place where consumers can learn how to make more sustainable choices in their everyday lives."

For more information on the EarthCare Challenge, and to learn about promotional opportunities for home furnishings manufacturers, suppliers and retailers, contact Catherine Sarreal of Steinreich Communications at csarreal@scompr.com or at 201-498-1600, extension 107.

More High Point Market October 2009 Coverage

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