Partnership:

GARFIELD: THE MOVIE and Ashleys Furniture

Description:

Garfield, the quintessential couch potato, was featured in a $7 million-plus tie-in between Ashley Furniture Industries and Twentieth Century Fox`s GARFIELD: THE MOVIE. Retailers rewarded consumers buying recliners or furniture packages with a Garfield gift with purchase. The stores also promoted a Father`s Day coloring contest for kids, with the winning Garfield drawing netting an Ashley recliner. Ashley also held a national sweeps featuring a grand-prize trip to the movie`s premiere complete with hotel accommodations and an 18-piece Ashley home entertainment room with a JVC projection TV and home theater. The sweeps ran through Aug. 1, 2004. In support of the campaign, Ashley Furniture Industries booked over 100 million circulars promoting the tie-in and TV spots in more than 200 markets nationwide, delivering local retailer TV support that could top $7 million, according to Bob Bell, chief operating officer of Westbury, NY-based Centra Marketing, the agency handling the partnership. P-O-P, print ads, direct mail, radio, in-store and in-theater events support.

Partnership Opportunity:
GARFIELD: THE MOVIE/Theatrical
Company:
20th Century Fox Filmed Entertainment
Partner/Category:
Ashleys Furniture /Household
Timing:
May 2nd Quarter 2004
Target:
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
20th Century Fox Filmed Entertainment
Bill N
Bill N Managing Partner Napier Marketing Group, Inc. & Imagine Advertising Inc
Tuck

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