Serta to sponsor Rod Stewart in Las Vegas
World Market Center gala to feature rock legend
David Perry -- Furniture Today, June 23, 2008
HOFFMAN ESTATES, Ill. — First it was Donald Trump. Now Serta is turning to another celebrity: Rod Stewart.
Serta, enjoying a strong year while some other bedding brands struggle, is helping to throw a big opening night party at the Las Vegas Market on July 28.
The producer has signed on as the exclusive co-sponsor of the World Market Center’s opening night gala, which features a performance by rock legend Rod Stewart.
“Serta is thrilled to co-sponsor this event with the World Market Center,” said Bob Sherman, president of Serta. “This is a once-in-a-lifetime opportunity to see Rod Stewart perform and we look forward to bringing that experience to all market attendees.”
The sponsorship kicks off a high-profile push by Serta to boost its business in what has been a difficult sales climate for the bedding industry. The producer’s theme this market is “The Summer of Serta,” and it will feature seasonal décor, foods and entertainment in its showroom.
As always, company officials said, the focus is on helping retailers grow their business. The industry’s No. 3 producer has been gaining ground with a strong product offering and marketing programs, Sherman said.
“Our brand has great momentum right now,” he said. “Earlier in the year, we had a successful partnership with Donald Trump’s ‘Celebrity Apprentice.’ Currently we are in the middle of a fully integrated ‘Dare to Compare’ marketing campaign that includes two new Counting Sheep commercials. Serta is investing more than any other brand in these national programs in order to drive more traffic to our retailers’ doors. This is why it is ‘The Summer of Serta.’”
At the Las Vegas Market, the company is offering gift bags with limited edition items to retailers with scheduled appointments.
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