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From Home Furnishing Business

Dormeo Launches Infomercial Campaign

Bedding supplier Dormeo is taking its advertising to the airwaves with television spots that include two-, five- and 30-minute segments on cable channels.

The cable channels include CNN, Fox News, VH1, Bravo and Discover Fit and Health. The company hopes to boost brand awareness, educate consumers on sleep, the benefits of the company's Octaspring technology and drive traffic to its Web sites and retailers in the U.S.

“We have always invested heavily in our DRTV campaigns and because of the growing success of our mattress collections in the United States and our new rebranding strategy, we felt we needed to make an even bigger impact in the DRTV space in 2014,” said Dany Sfeir, Dormeo chief marketing officer, adding that the commercials started running last month. "We believe that educating the consumer will create awareness of typical sleep problems and then through our new aggressive television campaign, we can direct shoppers to our product as a solution to those issues. We are confident that investing in this amped up DRTV campaign will drive traffic and sales.”

The commercials use demonstrations to show how Dormeo's mattresses offer breathability and comfort for a solid night's sleep.

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