High Point Market Authority debuts new ad campaign
Encourages furnishings professionals to “Connect” at High Point Market
-- Home Accents Today, 6/16/2009 8:00:00 AM
The High Point Market Authority (HPMA) is set to launch a new advertising campaign next week designed to encourage home furnishings professionals to connect at the High Point Market.
The campaign was developed by Greensboro, NC-based agency Emisare. The agency’s previous campaign, “Collage,” presented Market as a multi-layered assembly of products and ideas drawn from many sources. The campaign was recently honored with a Silver Addy in the national business-to-business mixed/multiple media category of the American Advertising Federation’s 2009 Addy Awards competition.
“The High Point Market is the home furnishings industry’s premier event and is widely recognized as the largest and most comprehensive of its kind in the world,” said Scott Williams, vice president, marketing strategy, Emisare. “Retailers and designers consistently note that the two most important features of the Market are its unparalleled presentation of new products and comprehensive selection of suppliers. In creating ‘Collage,’ we sought to portray Market as a rich resource that offers its guests a complete experience of the forces that are shaping today’s homes and driving their customers buying decisions.”
“On the heels of that award-winning campaign, this Spring’s creative drove home the idea that the industry’s roots are in High Point, and that the Market has grown organically with the industry here in the world’s home for home furnishings throughout the past century,” said Brian D. Casey, president and chief executive officer of the High Point Market Authority. “Accordingly, the first phase of our year-long Centennial Celebration honored that legacy. This Fall, at a time in our industry’s history when everyone is searching for ways to get business moving again, our focus will be on connecting home furnishings professionals with the solutions and resources they need to grow.”
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