Chandler Ehrlich Creates Campaign for Lane

ATLANTA Lane Home Furnishings has launched an advertising campaign to support the opening of the first stores bearing its name, the company said.

Chandler Ehrlich & Co. has produced seven television spots, radio commercials, online ads and in-store displays for the campaign. The Memphis, Tenn., shop topped seven undisclosed agencies to win the account in a review earlier this year.

Lane has signed a three-year contract with Laurie Smith, a designer from Jackson, Miss., who works with the popular cable television series Trading Spaces, as a spokesperson. Smith appears in all of the ads.

The client declined to disclose the amount it is spending on the campaign. The company will provide the ads to those who open a Lane store, but the owner pays for the media, according to director of advertising Morgan Files.

The first Lane store opened in Calgary, Canada, last fall. The company now has seven retail locations, including three in Canada and four in the U.S. The ads will run in all those markets, which include Las Vegas, San Diego and Fresno, Calif., and Tupelo, Miss.

The client maintains its headquarters and a Lane’s store in Tupelo, Files said. Lane continues to distribute its products to other retailers as it did before branding its own stores.