Lane Sends Dealers to Super Bowl XLV

February 3, 2011  by in UnCategorized   

By Home Furnishings Business in Furniture Retailing on February 4, 2011

Lane Furniture has named six furniture retailer winners of a trip for two and tickets to this week's Super Bowl XLV in Dallas, Texas.

Lane, Tupelo, Miss., launched the sports-themed national campaign "Sometimes the Best Seat at the Game isn't necessarily at the Game" in fourth-quarter 2010. The campaign, which targets the sports/entertainment enthusiast, can be seen on ESPN, ESPN2, USA Network and in Sports Illustrated and People magazines. In addition, the television spot aired on such high-profile programming as the Big 12 Championship, NFL play-off games and is scheduled to appear during the Super Bowl this Sunday in select markets. This is the first Super Bowl spot Lane Furniture has ever run. 

To promote this campaign to customers, Lane held a "The Road to the Super Bowl Leads to Lane" contest among participating dealers for tickets to Super Bowl XLV. In order to enter, dealers had to place new product and increase shipments. Lane awarded one winner from six regions two tickets to the Super Bowl for a total of 12 winners. Lane President Greg Roy drew the winners via a webcast that was later posted on Lane's Facebook page.

The contest winners include: Buck's Furniture, Wolcott, Vt.; Bruce Hill Furniture, Chadron, Neb,; Lindsay Furniture, Newberry, S.C.; Tyndall Furniture, Pineville, N.C.; JM Furniture, Carson City, Nev.; and Southwest Furniture, Conroe, Texas.

"We were so excited to offer our dealers this type of fun and entertaining contest," Roy said. "Not only does it reinforce our advertising theme and Lane's overall positioning, but it also shows our dealers we are committed  and appreciate their partnership with Lane."

The winners will depart on Feb. 4 and return on Feb. 7 after having enjoyed the game, 3 nights' hotel stay, plus dinner and lunch with Lane leadership.