Up on the Roof With Velux

ATLANTA Velux America has selected Wray Ward Laseter to develop a consumer-awareness campaign showcasing the benefits of skylights, the client confirmed. There was no review. The Charlotte, N.C., agency will combine the products’ new technology with the emotional appeal of natural light in a series of cable television commercials. Print ads will appear in magazines in select urban markets this spring. Media spending is expected to reach $1 million, sources said. Skylights’ looks and features long ago eclipsed those of the old-fashioned, plastic bubble windows, said WWL president Jennifer Appleby. Velux, which manufactures glass skylights and roof windows that feature remote control ventilation, heat-block options and moisture sensors, is headquartered in Greenwood, S.C. The company’s products are sold through building material suppliers, home centers and independent retailers. Roof windows have long enjoyed widespread use throughout Europe, said Steve McNamee, director of marketing for the client. Our goal is to encourage a broader appreciation of the ways in which skylights can transform the look and feel of a home. WWL grasped the challenge of taking the skylight message to the American consumer.