Shaw said that a recent promotion tied to the 2008 HGTV Green Home Giveaway netted the company close to a half billion impressions. Shaw was a presenting sponsor for the giveway of the Gold LEED-certified home, which was won by Marsha Coulthard of Bradenton, Fla., as part of a live special on HGTV recently. Her name was drawn from a pool of more than 21 million entries collected online.
Reggie Newton, Shaw's vp residential marketing, said the giveaway was further proof that green is here to stay. “The 2008 HGTV Green Home Giveaway proved that green is more than a trend but a culture shift,” he said. “It was so inspiring to see the passion and excitement from the Shaw sales team and our retailers. The enthusiasm alone made the sponsorship worthwhile. Additionally, Shawfloors.com experienced a 15 percent increase in unique visits as a result of the 2008 HGTV Green Home Giveaway’s online marketing component.”
To promote both the sponsorship and its green products, Shaw kicked off a national campaign in March. Called "Spring is Green," the campaign focused on Shaw's green products from recyclable carpets to Epic branded hardwood with aggressive print, television and online advertising.
“For Shaw, sponsorships like the 2008 HGTV Green Home Giveaway are all about increasing brand awareness and gaining momentum at retail. With the decline in the housing marketing, remodeling and redecorating are increasing trends-and HGTV is a primary source of information for consumers in this arena,” Newton said. “Shaw is proud of the outcome of the 2008 HGTV Green Home Giveaway, and we look forward to working with HGTV again in the future in order to raise awareness of the Shaw name and educate consumers on the benefits of Shaw floors.”
Along with Shaw, HGTV's sponsor partners for the Green Home included Sears, General Motors, SCJ, Kohler, Caesarstone and Rechargeable Battery Recycling Corp.
Shaw's 'Green Home' sponsorship nets nearly half bil. impressions, 15 percent increase in web traffic
June 17, 2008