A Mecca for Home Designers

HomePortfolio Reaches Upscale Consumers With Emotion
BOSTON–Since launching its Web site with a print-based ad campaign last fall, HomePortfolio has listened to its consumers, conducted focus groups, tracked results and weighed site usage.
Now, a second round of advertising for the dot.com company created by New York-based Kirshenbaum Bond & Partners seeks to connect the rational attributes of the site with emotional. The campaign’s new tagline is, “Where dreams become homes.”
“Design nirvana” is how HomePortfolio vice president of marketing Linda Lewi describes the site, which aggregates dealers of products ranging from furniture to bathroom fixtures to molding and hardware.