Lane plans national sports-themed ads for recliners
Will run on TV, in magazines starting in fourth quarter
Larry Thomas -- Furniture Today, October 7, 2010
 This is a preliminary version of a Lane ad that will run in several national magazines next month. |
TUPELO, Miss. — Lane will launch a sports-themed national advertising campaign next month, promoting its recliners in a variety of magazines and televised sporting events.
The campaign, which will primarily target male and female sports fans, is aimed a driving traffic to Lane dealers during the fourth quarter of this year and the first quarter of 2011.
It carries the theme, "Sometimes the best seat at the game isn't necessarily at the game."
"With the increasing cost of tickets, parking and concessions, many people would prefer to stay home and watch the game on TV," said Jim Brenner, chief marketing officer for Furniture Brands International, Lane's parent company. "Our message to them is that Lane provides the best seat."
The campaign will begin in early November with national television spots on ESPN, ESPN-2 and USA Network. Print ads, which include a $50 coupon towards the purchase of a recliner or motion furniture, will run in various November issues of Sports Illustrated, The Sporting News, People, Entertainment Weekly and TV Guide.
In addition, Brenner said Lane will team up with dealers in all six of its sales regions to run ads on the Big 12 Championship game on Dec. 5; NFL playoff games on Jan. 8-9; and the Daytona 500 on Feb. 20.
He said the company hasn't finalized the list of participating dealers, but said the reception has been strong in all six regions.
The coupon on the print ads, which is good through Dec. 6, includes a link to a dealer locator.
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