Karastan recruits Filicia for in-store promo

By Staff -- Home Textiles Today, 3/19/2007 12:03:00 PM

Dalton, Ga. – Karastan has partnered with Bravo TV’s “Queer Eye for the Straight Guy” star Thom Filicia to help the upscale rug company push its Decorating From the Floor Up in-store consumer event.

Karastan recently expanded this campaign to include Filicia and to send decorating experts to visit participating retailers to conduct interactive seminars focusing on flooring solutions.

“Our plan is to amplify the concept of Decorating From the Floor Up and continue to offer our retailers and their clientele a service that no other floor covering manufacturer can match,” said David Duncan, vp, marketing, Karastan. “The addition of Thom, who not only is a popular celebrity but also a successful practicing interior designer, allows us to ratchet up the program on several fronts.”

The initial plan calls for visits this year to several major markets, including Boston and Chicago. Rather than appearing at the stores of participating retailers, Filicia will headline events staged in local venues. A Karastan gallery will be incorporated, as will an incentive to drive consumers into an authorized brand retailer following the event.

A significant advertising campaign, including a mix of newspaper, television and radio spots, and regional buys of national magazines, will support this venture. There are also plans to offer a personal “meet-and-greet” with Filicia to individuals who make a contribution of $100 or more to the breast cancer education and research charity Susan G. Komen for the Cure.

Tickets to Thom Filicia’s Decorating from the Floor Up can only be purchased through Karastan’s website at www.karastan.com.