TAMARAC, Fla. – Top 100 retailer City Furniture has launched a new campaign meant to highlight the intimate moments created in homes and reinforcing the retailer’s “dedication to community and craftsmanship.”
“Designed for Love” is a branding and identity campaign emphasizing that furniture is more than functional. The campaign signifies the “careful and intentional” crafting of products, from the furniture itself to the curated showrooms. “Love” represents the emotions and memories created in these spaces, as well as City Furniture’s commitment to giving back to the community.
“At its heart, ‘Designed for Love’ underscores City Furniture’s belief that our products are woven into the fabric of life’s most cherished moments and community well-being,” said Andrew Koenig, CEO. “Furniture and home décor are the backdrops of our lives’ most important moments. ‘Designed for Love’ is about recognizing and celebrating those moments and our commitment to the community.”
The campaign launches with a commercial series portraying moments like a group of friends celebrating a birthday at a dining table, a husband feeling his unborn baby’s kick, a couple witnessing their baby’s first steps and a family enjoying a movie night on their pop-up sleeper sofa. This narrative shifts from a product-forward approach to “celebrating life’s greatest moments, big and small, making the customer the hero of the story.”
The campaign is also meant to highlight what City Furniture calls its brand differentiators, which it says are a wide product selection, better shopping experience, high value and its culture of giving back.
The goal is to raise awareness of the brand, foster customer loyalty and connect with the new primary target: the “Confident Curators.”
The campaign will be rolled out across all advertising avenues. Currently, it is being featured on TV and social media, and in the coming weeks, it will expand to radio, billboards and direct mail. Various elements of the campaign will also be incorporated throughout the City Furniture website.