Boston–based mattress licensing group Spring Air International has introduced a comprehensive, multimedia marketing program for retailers designed to promote brand values, key product benefits and proprietary innovations.
“This is the most complete and integrated marketing launch we’ve ever undertaken,” said Spring Air President Rick Robinson. “It encompasses virtually every touch point we can establish with our retail customers and with consumers.”
The new program harnesses the power of emotion evoked through a wide range of lifestyle scenes that speak to women, men, families, young adults and seniors—consumers in virtually every stage of life and activity.
“We believe it’s extremely important for consumers to understand who Spring Air is and what we stand for,” Robinson said. “But we also know that to successfully communicate that, consumers first have to identify with and relate emotionally to what they’re seeing, reading or hearing about us.”
The multimedia program includes three 60–second, in–store videos and television ads, as well as print materials and direct mail.
Spring Air also is offering retailers new backlit wall photography, video or iPad demonstration stations, ceiling signage, product brochures, pocket cards, top–of–bed components and more.
The Spring Air website was redesigned to showcase the new imagery and videos.
The marketing program encompasses every Spring Air brand—Back Supporter, Perfect Balance, Sleep Sense and the recently launched Sleep Sense BioMax.
Robinson said he expects the campaign to gain significant traction during the fourth quarter.
“This is yet another major step forward for our company and brand,” he says. “Our objective is to continue enhancing the value of what Spring Air represents today in the minds of both retailers and consumers.”
