WARREN,Mich.—La-Z-Boy says it has extended its partnership with actress Brooke Shields and will begin producing new print and television ads next month as part of its"Live Life Comfortably"campaign.
The campaign,which began in November 2010,will continue until 2014,focusing on the wide product selection and using Shields to convey how La-Z-Boy products fit the lifestyles of female consumers,the company said.
Since the campaign began,the company has experienced a sales increase-especially in the major upholstery items that are a key focus of the campaign,said Doug Collier,chief marketing officer.
"We have been very pleased with our association with Brooke and the overall'Live Life Comfortably'campaign,"he said."Brooke represents what many of our customers are and aspire to be-a stylish woman committed to her home,job and family.We could not have picked a better representative for the La-Z-Boy brand to our customers."
In a press release announcing the extended partnership,Shields was quoted as saying the relationship with La-Z-Boy"has been a great experience and I am looking forward to continuing my relationship with the brand."
"I love the work we've done together,and while the brand is iconic for comfort and quality,it has been so much fun showing everyone the beautiful sofas,sectionals,tables,ottomans and more,"she said in the statement.
La-Z-Boy said new television and print ad production will begin next month,and the new ads will begin running in the summer.
The TV ads will air on more than 20 networks,including A&E,Bravo,CNN,ESPN,HGTV,Lifetime,TBS and USA.
Print ads will run in several shelter publications,including Martha Stewart Living,Better Homes&Gardens,House Beautiful,Traditional Home,HGTV Magazine,Family Circle,Woman's Day,County Living and Good Housekeeping.
