Furniture.com Launches $5 Million National Campaign

Online retailer Furniture.com launched a $5 million-plus national advertising campaign inviting consumers “to love their rooms” with help from “the best way to shop for furniture.”

The ad launch is the first element in a major branding program by Furniture.com to grow its position in the $178 billion U.S. furniture and home furnishings industry, said Kirsten von Hassel, vice president of marketing at Furniture.com Inc.

Print and radio ads may be accessed here.

The campaign consists of three ads airing on radio stations and in daily newspapers in more than a dozen of the largest metro markets in the U.S., von Hassel said.

“By boldly stating ‘If a room is a place to love, Furniture.com is the way to love it,’ the campaign establishes Furniture.com as the solution to a core consumer need, in a way that appeals to our target audience and establishes an emotional link between that audience and Furniture.com,” von Hassel said.

Donovan Group developed and executed the ad strategy and creative. Neil Faber Media Inc. of New York City planned and placed the media.

von Hassel said the new ads kick off a brand-building program in which Furniture.com will invest “tens of millions of dollars” in additional off-line and online advertising, strategic partnerships and other marketing initiatives.