Speaking to Her Emotions: Christy USA Launches First National American Ad Campaign

New York, NY (PRWEB) March 10, 2008 -- Christy, the venerable British luxury towel brand, introduces its first ever national consumer advertising campaign in the United States beginning this April.

Christy, born in the UK almost 160 years ago, has a long tradition of advertising and branding in Britain and Western Europe. When they entered the U. S. market in the 1980s they established their brand credentials through merchandising efforts with America's top department and specialty stores. As part of an overall brand and product strategy by their new owner, Welspun, the Christy brand will be dramatically expanded in both consumer awareness and product offerings.

Christy really did its homework to really speak to the customer on this first campaign. The Christy team created several different ad concepts and shared them with varying focus groups to determine what matters most to the customer. The number one, prevailing answer was "soft". Quality. Sure. Color. You bet. But the adjective "soft" trumped every other descriptor that mattered most. There is an emotional connection to wrapping oneself in a lush, soft towel. A sort of self indulgence that allows women to melt into a warm bath, and retreat their senses from the outside world if only for a moment.

Using this information Christy created the "Luscious" campaign. "We took two prevailing descriptors that women would use to describe soft," explains Bob Hamilton, Director of Marketing for Christy. "Lush and delicious. We combined them to get luscious and then used those two attributes to guide the visual imagery."

The campaign focuses on close up detail of rich deep terry towel pile featuring several colors from the diverse Christy palette. That "lush" towel is paired with a delicious foods and plants in the same hue. Fresh blueberries. Juicy green organic pears. A delicate, romantic pink rose. A succulent fresh tangerine. "The sense of taste and feel seemed to emerge frequently in consumer discussions," states Oliver Newman, President of Christy USA.

The Christy ads will appear in Veranda, House Beautiful, Traditional Home and Town & Country magazines throughout 2008.

Christy linens are available through fine retail and boutique locations nationwide. Designers and homeowners may call 800.261.6326 for information and showroom locations.

About Christy

Christy of England was founded in 1850 after the invention of a new mechanically woven fabric by the Christy brothers which would become known as Royal Turkish Terry towels. After nearly 160 years, Christy of England enjoys a significant position in the upper tiers of the bed & bath business in the United Kingdom, with growing programs in the United States and Western Europe and revenues approaching $100 million. Christy was acquired by Welspun, India in the summer of 2005 and has been actively integrating operations and logistics into the Welspun family of companies.

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