ATLANTA: Simmons Bedding has launched a campaign for its new HealthSmart mattress that will rely heavily on third-party endorsers and product placement.
Trone is handling both PR and advertising. PR spending this year will reach $300,000, said Christine Foster, Trone group account director.
Trone has already gotten the new mattress featured on The Ellen DeGeneres Show and included it in celebrity gift packages during Fashion Week in New York.
The Simmons HealthSmart has a zip-off cover that can be washed or dry-cleaned to eliminate dust mites and germs.
"With this product, there's a health story to be told," said Foster.
The campaign has enlisted Dr. Philip Tierno, a microbiologist at New York University Medical Center, to attest to the health dangers created by traditional mattresses.
Tierno "helps us to set up the problem and be credible about it," noted Foster.
Kurt Ling, Simmons VP of innovations, said that Tierno has already enabled the company to secure interviews with 50 media outlets, five to 10 times as many as it earned for past campaigns.
"The PR piece of this campaign is equally as big, if not bigger, than the advertising piece because the PR piece is the whole believability piece of it," Ling said.