Howard Miller Debuts New Ad Campaign Targeting Consumers

Furniture World Magazine

In keeping with its commitment to excellence, Howard Miller® one of the most recognized brand names in collectors cabinets - has unveiled its new lifestyle-based print advertising campaign highlighting the home as a sanctuary from today's techno-charged world. Hanon McKendry of Grand Rapids, Mich., is responsible for the creative and media placement. "Our goal is to build brand and category awareness with the next generation of consumers as well as Baby Boomers," said Mark Siciliano, Howard Miller Advertising Manager. "We want to pre-sell consumers on the lifestyle appeal of the category and accommodate each person so that he or she has a positive brand experience every step of the way." Howard Miller introduces consumers to the brand with three striking, full-color, full-page ads illustrating moments where time embodies free expression. With its refreshing colors and lighting, clean lines and short phrases that flow across the page, life's simpler moments are revealed as something to be cherished. The first two ads are devoted to the floor clock category, particularly the company's fashion-forward Furniture Trend Designs floor clocks inspired by popular furniture styles. The first ad, which has the tag line "Family. Time." is written in an appealing script and showcases the casual, yet traditional La Rochelle floor clock with its French and Scandinavian influences. The second ad with a similar tag line "Wind. Unwind." features the sophisticated, contemporary Coastal Point floor clock alongside a woman nestled on a sofa reading. The third advertisement says "Family. Time" and has a woman taking a relaxing bath, with the Original Tm Howard Miller wall clock from The Moment in TimeTm Collection on the wall behind her. The most successful introduction in the 74-year history of Howard Miller, these clocks boast beautiful, handcrafted antique dials. The advertisements are scheduled are targeted to appear in major consumer lifestyle publications reaching upscale, high-income, educated women such as Martha Stewart Living, Country Living, Elle Décor, House & Garden, Traditional Home and Real Simple. To drive reader response, the ads display the company's Web site address and an 800 number for a free guide to the Finer Points of Clocks and Collectors Cabinets, a consumer brochure that provides consumers with tips on choosing the right clock and collectors cabinets.