Restoration Hardware Inc. has created an hour-long television special, “Restoration Home for the Holidays,” which will begin airing this weekend in the New York, Chicago and Washington D.C. markets. The show will be broadcast in 107 other markets throughout November and December.
The special marks Restoration’s first foray into long-form sponsored television. While viewers will be invited to call a toll-free number (888-243-9720) at the end of the show, the program will not have the hard-sell feel typical of infomercials.
“We were not so shameless in that way,” Dave Glassman, Restoration’s director of marketing said, adding that the intent of the program was to generate traffic within the chain’s retail locations, as well as create demand for its catalog. Callers will have the option of receiving a catalog, getting information on accessing Restoration’s Web site, or finding a store close to them.
The program is hosted by Restoration’s founder, Stephen Gordon, and includes appearances by Peter Wakefield on hearth fire building and tending, author Jean Vernon on holiday traditions in Britain and North America and floral creations by Anne Appleman.
While Restoration is not tracking traffic levels in each market after the show is broadcast, if anecdotal evidence suggests that the program has had an impact on either branding or sales, the chain will consider generating regular seasonal specials. There is no timetable for creating additional programs, according to Glassman.
The program is co-sponsored by American Express and winery Domain Chandon, both of which have booked commercial time during the show.
Information on broadcast times is available on the Corte Matera, CA-based firm’s Web site (http://www.restorationhardward.com).
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