Schlage Lock is launching new lines of plumbing fixtures and door hardware with a print campaign from BBDS.
One of three executions behind the new Broadway Collections by Schlage breaks in the June issue of Architectural Digest with the tag, “Broadway for life,” said Dick Sanderson, president and CEO of the Chicago shop.
It’s the first time the Brisbane, Calif., company best known for its locks and security systems has introduced a completely new product line, Sanderson said.
The initial advertising will be directed to high-end consumers. Print ads targeted at interior designers, architects, remodelers and builders break in upcoming issues of trade publications such as Professional Remodeler, Interiors and Design/Build Business in the next three months, Sanderson said.
Spending on the introduction was not disclosed, but Schlage spent $3 million promoting its lock products last year, according to Competitive Media Reporting.
In addition to the print ads, BBDS is developing an introductory package that in-cludes direct mail, Web site design, public relations and promotion of the new product line.
One print ad shows a hand grabbing a Schlage door handle with an upscale foyer in the background. The copy reads “9,000 combinations as unique as the spaces they occupy.”
Another execution illustrates a winding staircase with a handle fixture over the Broadway logo. The copy reads “Classic Designs that can last for centuries. But what if you change your mind tomorrow?”
Schlage Locks in Ads
