Hickory Springs, one of the nation’s largest integrated manufacturers for the furniture industry, announced it will kick off “The EarthCare Challenge,” a new consumer campaign aimed at promoting its EarthCare Inside retail marketing program, at the October 2009 High Point Market.
The EarthCare Challenge is a first-of-its-kind nationwide contest that will chronicle -- in a reality game show environment -- the challenges of six contestants aspiring to live more sustainable lifestyles. The contest will take place entirely on the Internet on social networking communities Facebook, Twitter, YouTube and EarthCareInside.com, the program promoting the company’s line of eco-friendly components for upholstered furniture.
The EarthCare Challenge will launch at the High Point Market on October 17-22, 2009. The contest provides a variety of promotional opportunities for retailers and manufacturers looking to promote their brands to the growing number of consumers interested in eco-friendly lifestyles and sustainable furnishings.
“In creating our EarthCare Inside campaign for furniture dealers, our mission is to show consumers how positive change is possible -- from the inside out. We can’t think of a better way for consumers to experience this message than by taking The EarthCare Challenge,” said Hickory Springs Executive Vice President Dwayne Welch.
“The aspiration to live greener lifestyles inspires people of all ages to express themselves in a positive way. The EarthCare Challenge is a chance to share real experiences within a community that we’re creating with our partners in the furnishings industry; it’s a place where consumers can learn how to make more sustainable choices in their everyday lives,” said Welch.
The nationwide call for entries runs from October 17 to November 15. On December 1, Hickory Springs will announce six regional finalists who will embark on a 45-day makeover. A panel of EarthCare Inside green lifestyle experts will guide the finalists toward their own sustainable lifestyle. The contestants’ progress will be chronicled through social media sites, while the public at large is invited to participate by voting for their favorite contestant and registering to designated online sites for a chance to win special discounts and prizes.
In early 2010, the grand prize package, which will include a shopping spree of eco-friendly furniture, will be awarded to the contestant who has made the most dramatic makeover.
For more information on The EarthCare Challenge and to learn about promotional opportunities for home furnishings manufacturers, suppliers and retailers, contact Catherine Sarreal of Steinreich Communications LLC, at csarreal@scompr.com, or by phone at 201-498-1600 ext. 107.
About Hickory Springs: Hickory Springs’ corporate headquarters is located in Hickory, North Carolina, where the international, privately held company was first founded in 1944 as a producer of furniture springs. Over the past 64 years, Hickory Springs has grown into one of the nation’s largest integrated manufacturers to the furniture and bedding industries with more than 60 operating facilities throughout the United States. In 2008, the company launched its EarthCare line of eco-friendly components for upholstered furniture, which includes the industry-leading Preserve™ bio-based foam, 100% recycled cotton, recycled sinuous steel and coils, among many other sustainable options. In addition to its core furniture and bedding markets, Hickory Springs serves a growing range of customers in the construction, automotive, packaging, medical, marine and telecommunications industries. For more information, visit www.hickorysprings.com and www.earthcareinside.com.