Dalton—On Oct. 3 2011, consumers were greeted by a new option to help them with their home remolding decisions, HGTV Magazine—and Mohawk Industries found it the perfect vehicle to help with promoting its Anniversary Sale (FCNews, Sept. 26/Oct.3).
Elise Demboski, Mohawk’s vice president of creative, said partnering with HGTV for the premier issue was an easy choice for the manufacturer because the publication offers design and decorating tips, DIY project ideas, and lifestyle advice. Plus, it is already making a splash with HGTV’s loyal TV viewers, which amount to an average of 1.3 million people.
“We are committed to doing everything we can as a manufacturer to ensure our retailer partners are successful, and that means seeking out high-profile advertising opportunities like this one with HGTV Magazine,” she explained. “The premiere issue is generating a lot of excitement and we are taking full advantage of the opportunity to let HGTV Magazine readers know that Mohawk can meet all their flooring needs.”
As a testament to the power of the HGTV brand, the magazine not only saw immediate sales when it hit newsstands across the country, it launched with 50,000 subscribers. And, according to HGTV the number continues to increase each day.
“Consumers have been asking for a publication like this one for a long time,” Demboski added, “a magazine that offers practical advice for both the consumer’s home and lifestyle, without painting a picture that feels idealistic or unattainable. These same consumers represent Mo-hawk’s target audience, making HGTV Magazine the perfect publication for Mohawk to partner with and support.”
Along with heavily promoting the magazine leading up to its launch, HGTV continues to cross-promote it on its network during popular programs such as “House Hunters” and “Design Star.”
To tie into to its Anniversary Sale event Mohawk is advertising its SmartStrand brand in the premier October/November issue.