THE CHALLENGE

Our multiple furniture retailer clients challenged our team to help them at a key time. With 15% of furniture purchases traditionally occurring in the month of February and 11% in month of March, Q1 is key to their yearly success — and the largest U.S. furniture store was coming to town. Nebraska Furniture Mart, the store that is as big as nine football fields, was about to open its doors. 

THE SOLUTION

We needed to engage North Texans with their local furniture retailers. From the popular Restaurant Week and Spa Week to Partners Card week and Tax-Free Weekend (an 8%-off sale that floods the malls), we know one thing about North Texans: they just need an event to give them a reason to go shopping.

We invented Dallas Furniture Week to be that next excuse to go make some purchases. The inaugural event not only shared home furnishing information through the power of The Dallas Morning News and dallasnews.com, but was also a rally for North Texans to visit participating local home products retailers.

We created craveable content, design and photography for a digital and print special section that told our story.  The event and publication were promoted to consumers with an eye-catching consumer campaign featuring data-driven digital, print, email and an inviting social marketing campaign.

We helped our clients at a time they needed us most. We were able to communicate the messages of our sponsors (Ashley Furniture Homestore, Freed’s Furniture, Modern Sofa, ZURI, Furniture One, Village Furniture, BOVA and The Leather Sofa Company) to a highly engaged and receptive audience.