HOFFMAN ESTATES, IL: Mattress maker Serta is promoting a new essay contest in support of Susan G. Komen for the Cure that will award $10,000 bedroom “makeovers” to two winners.
Winners of the Counting Sheep for the Cure contest, in which essayists will describe how breast cancer has affected their lives, will receive their makeover from designer Thom Filicia of “Queer Eye for the Straight Guy.” The winners will also have $5,000 donated to Komen for the Cure in their name.
Serta's agency, Ketchum, is targeting media outreach at national daily newspapers, entertainment magazines, key industry and furniture trade publications, health Web sites, and blogs. In addition, the Meredith Corporation is donating advertising space in its various print and online outlets, said Ketchum VP and media specialist Susan Brophy.
Ketchum also helped create a “turnkey PR toolkit” for use by Serta's network of exclusive retailers, which will promote the essay contest within their local communities through media outreach and in-store events.
Serta director of marketing Kelly Rampson said the company has helped promote Komen for the Cure for the past three years, but this is its first contest. Last year, promotional efforts by Serta included holding fundraising “pajama parties” at selected furniture and mattress stores and selling special pink “Counting Sheep for the Cure” mattresses during Breast Cancer Awareness Month in October
“We looked at this as an opportunity to give something back to consumers that had been personally affected by [breast cancer],” Rampson said.
Essays of 150 words or less can be submitted any time before November 30, online at www.serta.com or at America's Mattress stores around the country. A panel of judges will select the winner. Rampson said the company had not yet decided what type of publicity might be used to announce the contest winners.