NEW YORK A new campaign from SFGT aims to make Timberlane shutters the next obsession for uber-nesters, those upscale homeowners whose houses are an investment, accomplishment and status symbol.
The North Wales, Pa.-based company manufactures historically accurate shutters that are used on the White House, at Colonial Williamsburg and at the British Embassy in Washington, D.C., as well as on Hollywood movie sets.
"They are premium shutters, so we wanted to focus on people who put more value on quality than on pricing," said Dudley Fitzpatrick , CEO of the Philadelphia agency. "Our hope is to make them the Sub-Zero or Viking of the outside of the home."
Four print ads will break in the April issues of Architectural Digest, Bon Appetit, Country Home, House and Garden, This Old House and Ivy League Network, among others. Collateral, online and direct mail is also included in the $1-3 million media buy.
The ads aim to create an elegant feel with a simple design that focuses primarily on the shutters themselves. A parchment-looking paper backs the ads, with headlines and copy that seem engraved in a heavy stock. In one ad, the window of a stone house is dressed with fuscia shutters. The headline states, "When the admiring throngs become too much, our shutters close for privacy." In another, the headline says, "Give your heirs one more thing to squabble over." Each ad contains at least a few lines of copy explaining Timberlane's "custom-handcrafted" and "hand-forged" shutters.
"Every time you turn around there are people telling you how much people want to put into your home," said Fitzpatrick. SFGT aims to help Timberlane seize on that trend and on the absence of branded competition to become the first shutter homeowners will ask for by name, he said.
"They have lots of competition, but not a single competitive brand," Fitzpatrick said.