LAS VEGAS, August 4, 2009 – Ogilvy North America has been awarded the creative duties for World Market Center's new repositioning campaign, "Is it Home Yet™." Las Vegas-based World Market Center, along with the National Home Furnishings Association and Western Home Furnishing Association, is launching an initiative with the goal of igniting consumer interest and increasing sales within the home furnishings industry.
The launch of the campaign, a $20 million multi-year program, is timed to coincide with National Home Furnishings Month in September. According to the press release issued by World Market Center Las Vegas, "the core of the national media campaign is an innovative digital program anchored by owning and designing the Room Design section of MSN's Lifestyle network, which will run from August 24 to September 30."
In addition to the branded entertainment element, the campaign will include online advertising display, search, print and outdoor billboards, which will run in several key markets. Ogilvy North America studied and analyzed the home furnishings industry and concluded that there is a significant opportunity to increase the industry's brand-share and access a greater percentage of consumers' disposable income.
"For years, families have thought about investing in their homes to make them more saleable," said Doug Scott, President of Ogilvy Entertainment, a division of Ogilvy & Mather. "The goal of this campaign is to remind people that home furnishings helps shape the way we live, and that making an investment in what's in your home is also a long-term investment in your family. We want to help make the old adage 'home is where the heart is' a palpable reality."
He added, "Is it Home yet?™" is designed to engage the audience in thinking about furnishings and decorating her home as a continual process – not a single event – and as such believes the phrase is both timely and timeless."
press release issued by World Market Center Las Vegas.
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY.) For more information, visit www.ogilvy.com.