15000 Thu, 08/07/2008 - 1:15pm
NEW YORK–The Carpet Export Promotion Council of India is set to launch a marketing campaign in the United States designed to create awareness of and appreciation for rugs crafted in India.
The campaign is the first of its kind for the organization, and for India in general. It is slated to include a public relations program, trade and consumer advertising, and a new Web site.
“The new CEPC promotional campaign will highlight the diversity of India rugs that meet every budget and taste,” said Raja Sharma, first vice chairman of CEPC. “It will seek to attract sophisticated, value-conscious consumers.”
Scheduled to roll out in stages over the next four years, the campaign seeks to drive sales in the United States for manufacturers, importers and retailers. The public relations campaign will reach out to home furnishings industry publications, including those targeting interior design professionals, a range of national and regional consumer magazines, and home decorating Web sites. Phase one of the campaign is scheduled to begin next month, and will target select home furnishings and floor covering trade publications.
The group has also developed a new logo and tag line—“The beauty is in the weave”—which will be incorporated into the varied aspects of the campaign.