IKEA Launches National Hispanic Marketing Initiative.

IKEA officially launched a multi-media, U.S. Hispanic marketing initiative. The effort, which includes Spanish-language TV spots and the company’s first U.S. Spanish-language catalog, was kicked off at a series of home solutions workshops led by TV celebrity Lesley Ann Machado at the IKEA Covina store.

“As part of our effort to become the nation’s leading furniture retailer, we are extremely committed to one of the country’s largest and most influential markets: Hispanics. We are excited to launch a complete marketing effort to reach Hispanic audiences and introduce them to the IKEA lifestyle,” said Matti Naar, Director of Marketing for IKEA. “IKEA’s philosophy of well-designed and affordable furniture for everyone resonates especially well with Hispanic families, largely represented in the markets in which IKEA does business.”

Hispanic marketing efforts, led by Anita Santiago Advertising, reflect the Hispanic lifestyle in a fun, inspirational-yet-accessible manner. The campaign includes four 30-second TV spots, radio commercials, out-of-household ads, as well as public relations efforts.

The TV spots are based on IKEA solutions to common living situations. The ad campaign creates a unique voice for IKEA in which characters talk primarily in gerunds, a catchy and engaging use of language. The commercials are airing in top markets including New York, Los Angeles, Chicago, San Francisco, New Haven (CT), and Tempe (AZ). The campaign also features print ads, bus wraps and outdoor advertising in key markets.

To better serve Hispanic guests, the company has made its Spanish-language catalog available in the U.S. In addition, store signage and product information tags are currently offered in both English and Spanish in more than half of the company’s U.S. stores.

Today’s workshops, conducted by TV celebrity Lesley Ann Machado along with IKEA home decor experts, introduced Hispanic media to the company’s design expertise and product range while addressing the unique needs of Hispanic guests with simple and affordable home decorating solutions. Guests watched a bland bedroom transformed into a relaxing, romantic oasis and viewed one room converted into separate spaces for two very unique individuals.