LOS ANGELES, CA – December 16, 2004 -- Wesley Allen, a premiere iron bed manufacturer, had lofty goals for High Point, the home furnishing industry’s largest trade show. Their mission: to re-launch the exclusive, top of the line “Amanda Sutton” brand, elevate the status of Wesley Allen within the industry, ensure a strong show presence and build traffic for the debut of their new Wesley Allen Building and Showroom on designer row. Wesley Allen’s management chose to utilize its agency of record, Grabiner/Hall, which developed the exterior color scheme and created large, visually striking graphics on the outside of the new Showroom ensuring all attendee’s eyes would take notice.

Grabiner/Hall also developed a direct mail campaign, incorporating a handsome brochure invitation mailed to distributors and another targeted to interior designers. The mailer highlighted the three distinctive lines within the Wesley Allen Group of products, and introduced the new Showroom at High Point. Distributors and interior designers were invited to visit the Showroom, enjoy a complimentary meal, view the elegant bed lines and enter a drawing for a free Apple iPod. Grabiner/Hall also produced a series of ads for publications that were circulated at the show.

Just three days into High Point, Lenn Grabiner, GH principal and creative director, received a call from the client applauding the opening of the Wesley Allen Showroom. “It’s a true testimony of success when the client tells you that while there was a drop in overall attendance at the High Point Show, traffic at their new Showroom was up 30 percent from previous shows. It was successful because prospects driving down the street were compelled to come in,” said Grabiner.