HIGH POINT MARKET: Serta signs on for American Idol Sweepstakes
Bedding major part of new NHFA retail promotion
David Perry -- Furniture Today, October 17, 2009
AT THE MARKET — Serta has returned to market here with a promotion that will take the company to a new stage of growth - the American Idol stage.
The bedding major, showing in a new 16,000-square-foot showroom, announced that it will be part of a National Home Furnishings Assn. retail promotion that launches in January 2010. The American Idol Sweepstakes will include American Idol by Serta sleep sets.
The promotion is part of Serta's new partnership with NHFA in which Serta has signed on for a new premium level of sponsorship and has become the "official mattress sponsor of the NHFA."
Serta officials have an outline of the new American Idol Sweepstakes, including Idol signage, in their showroom here.
Grand prize in the sweepstakes is a trip to the American Idol finals next year. In addition, other prizes will be awarded. The sweepstakes runs from Jan. 1 through April 18. Consumers must take a "test rest" on designated Serta products. Online entries will be supported through HomeFurnishings.com, NHFA's new Web portal.
Participating retailers can use the American Idol name in their advertising and for tie-in promotional opportunities in their stores.
Elements in the sweepstakes include American Idol Judge Look Alike Contests, American Idol Discount Days, local Idol viewing parties and local radio broadcasts from participating stores.
American Idol has had the No. 1 show in America for five years running, attracting more than 16 million viewers each week, Serta officials said.
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