Garfield, the quintessential couch potato, is featured in a $7 million-plus tie-in between Ashley Furniture Industries and Twentieth Century Fox’s Garfield: The Movie.
Retailers are rewarding consumers buying recliners or furniture packages with a Garfield gift with purchase. The stores are also promoting a Father’s Day coloring contest for kids, with the winning Garfield drawing netting an Ashley recliner. Ashley is also holding a national sweeps featuring a grand-prize trip to the movie’s premiere complete with hotel accommodations and an 18-piece Ashley home entertainment room with a JVC projection TV and home theater. The sweeps runs through Aug. 1.
The campaign began this month and to date, Ashley Furniture Industries has booked over 100 million circulars promoting the tie-in and TV spots in more than 200 markets nationwide, delivering local retailer TV support that could top $7 million, according to Bob Bell, chief operating officer of Westbury, NY-based Centra Marketing, the agency handling the partnership.
P-O-P, print ads, direct mail, radio, in-store and in-theater events support.
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