The High Point Market Authority (HPMA) announced that it 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, Inc. The agency’s previous campaign, “Collage,” presented Market as a multi-layered assembly of products and ideas drawn from many sources. Highly successful in driving registrations during a difficult economy, it was also 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,” says 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,” says 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.”
“High Point is the hub, the one place that connects you to all things home furnishings,” Williams notes. “This is where everything is and where everything happens, and it’s where you come to tap into the industry’s knowledge base. For that reason, our new campaign focuses on High Point as the connection point where the entire industry comes together, with eye-catching graphics that call to mind a kaleidoscope, signifying the continual evolution of Market, and the myriad resources available.”
“Continuous improvement has been a hallmark of the High Point Market’s success for 100 years,” concludes Casey, “and that spirit of innovation has been a vital force in our becoming and remaining the most influential event in the home furnishings industry. Over the coming weeks, we’ll introduce a number of new tools and resources designed to improve the Market experience even further…innovations that empower each of our guests to create the connections that will energize and transform their businesses.”
The High Point Market Authority is the official sponsor of the High Point Market in High Point, North Carolina. Featuring an extensive selection of exhibitors spanning every category, style and price point and attracting thousands of visitors from more than 110 countries twice each year, the High Point Market is the driving force of the home furnishings industry.