Spring Air Launches Branding and Marketing Initiative

BOSTON-Spring Air has introduced a multimedia marketing program for retailers designed specifically to promote and reinforce its brand values, key product benefits and proprietary innovations.

The program covers each Spring Air branded line, including Back Supporter, BS Perfect Balance, BS Sleep Sense and the recently launched Sleep Sense Biomax line. It offers three 60-second in-store videos and 10- and 20-second retail television commercials; backlit wall photography and lighted information stands; video or iPad demonstration stations and dimensional ceiling signage; in-store product brochures and pocket cards; top-of-bed components such as coordinated pillow-foot dressings, protector labels and directional border labels that point out pressure relief and back-support zones; and a library of direct-mail and newspaper promotional materials. In debuting this campaign, Spring Air has also redesigned its website to accommodate the new imagery and videos.

The goal of the new initiative is to focus on Spring Air's primary business values embodying consumer trust, proper sleep support and innovation, according to a company statement. Rick Robinson, the company's president, called the program "the most complete and integrated marketing launch we've ever undertaken."

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