The Bay

Traditionally, the Bay’s Fall Bedroom Event was used to sell bedding and mattresses. But the retailer wanted to cross-promote other products by looking at the bedroom as a place to do everything but sleep. “Get in Bed” incorporated traditional media (TV and radio), exterior design, direct mail and in-store installations that showed how sexy a bedroom could be.

John St. promoted the event with a TV spot, “Lullaby,” as well as a radio campaign to highlight the array of brand-name linens and perfumes available in-store. Window designs, awnings and exterior signage took a cheeky tone. “Do not Disturb” door hangers were hung on doors at the Hilton, inviting guests to visit the Bay for a late-night sneak peek and lingerie runway show.

At Bay stores, bedrooms were installed in unexpected locations to ensure that consumers were aware of the event, regardless of which department they visited.

The target consumer (a confident, upper-income woman in her early 40s) ate it up. Sales of bedding, pillows, duvets and throws exceeded the previous year by a healthy margin. The mattress division achieved its sales goal three months early and realized a significant growth in sales vs. the previous year.