WestPoint Home Reintroduces Martex

WestPoint Home is reintroducing Martex with a new social media campaign and a sweepstakes focusing on bath towels.
March 24, 2015Duke Ratliff

MartexNEW YORK–WestPoint Home is reintroducing Martex with a new social media campaign and a sweepstakes focusing on bath towels.

Yesterday, WestPoint began a social campaign (operated through WestPoint Home’s Facebook, Twitter, and Pinterest channels) to educate followers about choosing the right towels and highlight Martex’s rich heritage—going back to 1914—by showing a rare selection of original archival, midcentury Martex ads. Posts will be searchable via hashtags #martex, #martex100, and #since1914.

Tomorrow, Wednesday, March 25, Westpointhome.com will run a one-day special on Martex Towels featuring prices from when the company celebrated its Golden Jubilee 50 years ago. Martex Egyptian Bath towels will be $1.69, hand towels--89 cents and wash cloths--35 cents.

Also, WestPoint Home kicked off its Martex Sweepstakes through Amazon.com, and winners will take home a variety of Martex-branded products with a new one offered each day. Sharing on Twitter and Facebook with the hashtag #since1914 will also give contestants another way to win, with a six-piece Martex White Abundance towel set giveaway. Plus, contestants can check http://www.westpointhome.com/martexlOO daily for new sweepstakes.

“We are very excited to be bringing new energy to our 100-year-old flagship brand through product innovation, trade advertising and our social media campaign all in support of a dozen new core bed and bath placements at some of the largest and most prestigious retailers in the USA and Canada,” said Normand Savaria, CEO of WestPoint Home. “One thing we have learned over the past year is that the consumer has a strong affinity for the brand, so we are positioning it as a cornerstone of our e-commerce initiatives.”

Duke RatliffDuke Ratliff | Editor-in-Chief

Duke Ratliff, the editor-in-chief of HFN, has reported on the home furnishings industry since 1993. He oversees HFN’s print edition and online coverage of the retail industry, as well as trends in furniture and lighting, mattresses, tabletop, housewares, floor covering and textiles. He enjoys traveling to numerous domestic—and occasionally, international—trade shows. He feels that the perfect combination of a great product and a creative, attention-getting marketing plan is a thing of beauty. He lives in Westchester County, N.Y., with his wife, two children, two dogs, five chickens, two finches, three lizards and a five-foot-long corn snake.


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