Antiques Road Show

Antiques Roadshow™ Furniture Collection by Pulaski Furniture Corporation

Images & Details (I&D) launched the Antiques Roadshow™ Furniture Collection by Pulaski Furniture Corporation to the trade and consumer audiences, while positioning the 49 year old furniture manufacturer as a viable marketing company in today’s competitive marketplace. The 60 piece furniture collection based on the popular WGBH series Antiques Roadshow (ARS) was the first licensed property for WGBH in the home furnishings arena, and the first licensed venture for Pulaski.

Although the ARS brand already had a strong identity among 9 million television viewers, its messages and power was not clear to Pulaski’s mostly dominant male buyer audience. Pulaski was also not known to the home furnishings media, despite its ranking in the top 20 manufacturer’s list.  I&D’s strategy combined creating educational and marketing materials with strong media outreach that communicated key messages about the brand. Through fostering important industry relationships and establishing Pulaski’s foot among the industry’s market leaders, I&D has positioned ARS as a pre-dominant force at High Point market. Some elements of the launch include: 

• Created launch event at market for buyers and press that brought the “thrill of discovery” to life with complimentary jewelry appraisals by ARS appraiser and held key contest with trip to England. More than 200 press and buyers turned out
• Launched strategic media campaign prior to market, securing coverage with Associated Press, USA Today and media in target local markets to generate excitement and interest
• Coordinated pre-market teaser marketing campaign for top 100 buyers
• Developed press kits and collateral materials including creative “hang tag” fan illustrating discovery stories behind the launch pieces which created buzz and got media attention
• Designed pre-show sales kits educating retailers on the power of the brand
• Developed series of trend releases like “Return to the Boudoir” and “Bathing Beauties,” resulting in feature placements of ARS product in national and local media outlets such as Home, Gotham, Country Living, Design NJ, Wall Street Journal, USA Today and Philadelphia Inquirer
• Created retail launch event program for national roll out of brand, including developing ad templates, event guidelines and publicity strategies
• Conducted local media campaigns for over 100 retailers’ launch events, securing coverage in more that 200 television, radio and print outlets
• Generated continuous trade press coverage, positioning messages about brand’s successful growth and progress  
• Secured sponsorship with Harney Teas for themed English Tea launch event

Since its launch the Antiques Roadshow™ Furniture Collection and Pulaski Furniture have become a viable resource to the national and regional press for stories on home furnishings and design. Pulaski has increased its number of retail accounts, increased business with existing customers, and increased traffic to their website.  I&D continues to help the brand grow by bringing new creative strategies and ideas for market introductions and building upon relationships with other ARS licensees.