By Dorn Martell
City Furniture is unveiling a new series of commercials for the South Florida market today, but the thinking behind them was a long journey that looked at the market from a global perspective.
“We analyzed world trends and studied how people interact with their surroundings and found that home was more than just product and price, it was the universal center of family life”, said Mike Lennon, Senior Vice President of Marketing at City Furniture.
This new 5 spot campaign is the culmination of several years of some deep soul searching by the marketing team at City Furniture and a new collaboration with Tinsley Advertising.
City Furniture has a deep commitment to the environment, philanthropy and doing the right thing for their workers and the community. We felt that by focusing on these values, the consumer will see that they are a different kind of company, and that most people would rather do business with a company that really cares.
The campaign has a decidedly mellow vibe with soft focus and original, acoustic music. This is in stark contrast to the hard sell environment that furniture is often sold in.
The first spot is called “Habitat” and highlights the diversity of architectural styles and unique interiors that make up the South Florida lifestyle. Look for more new spots by Tinsley for City Furniture in the coming weeks.