Daily News
From Home Furnishing Business
Eclipse Unveils National Ad Campaign in Architectural Digest
April 17,
2020 by Laurie Northington in Business Strategy, Industry 
Mattress manufacturer Eclipse International has announced it will launch a national advertising campaign in the May issue of Architectural Digest, hoping to boost the profile of its ultra-premium Chittenden & Eastman Tiffany Collection. The campaign is designed to coincide with Better Sleep Month in May.
The full-page advertisement highlights the Fairmont, the top-of-the-line model in the Chittenden & Eastman Tiffany Collection, and showcases the mattress in an eclectic bedroom with light walls, light flooring and a rustic bedroom suite. The dark finish sets off the tone-on-tone Belgium damask cover of the bed. The advertising copy highlights Chittenden & Eastman’s 154-year legacy as an affordable luxury mattress brand and includes the $3,999 price for a queen set and $5,499 for a king set.
“With this program, the Chittenden & Eastman Tiffany Collection will join a very select group of luxury mattress brands that use Architectural Digest to reach its premium audience. But we are doing something very different with this advertisement by not only displaying it in a luxury setting, we’re also showing the price of the mattress in queen and king. We want the consumer to understand that they have a choice when it comes to premium sleep, particularly at our value-driven price points,” said Stuart Carlitz, president and chief executive officer of Eclipse International.
“The strategy of the program is to drive traffic to the retailers who carry our line and to our manufacturing partners who produce one of the finest mattresses in the industry today,” he added.
Architectural Digest has a circulation of 2.6 million, and its website attracts 2.5 million unique viewers per month. The magazine attracts some of the design industries leading brands as advertisers and is considered a must-read for consumers, architects and interior designers.
The advertisement, which includes a dedicated telephone number – (800) BEDSHOP – so consumers can easily locate a nearby retailer, will run coast-to-coast in all major markets.
The Chittenden & Eastman Tiffany Collection is hand-crafted and features luxurious materials like organic New Zealand wool, rich layers of cotton and Talalay latex combined with a high-coil count pocketed coil system. In addition to Fairmont, the collection features two other designs – the Wilshire and the Drake.