IKEA Wages Direct Mail Campaign in 3 Markets

Home furnishings retailer Ikea recently launched a Spanish-language direct mail campaign in three key U.S. Hispanic markets: Chicago, Dallas, and L.A.

Ikea handles its direct mail campaigns in-house, while Anita Santiago Advertising helps produce its Spanish-language copy.


… and produces a Spanish-language catalog

The mega home furnishings retailer has also developed a Spanish-language catalog for the U.S. market. Ikea has retained Brown Printing Company to print out its U.S. Spanish-language and English-language catalogs.

Ikea's largest U.S. catalogs have a circulation of more than 7 million. Ikea frequently employs a saturation strategy that drops thousands of its catalogs into daily and weekend papers. No word yet on which Spanish-language publications Ikea intends to engage.

Ikea has 23 stores in the U.S. based in the following states: Arizona, California, Connecticut, Ilinois, Georgia, Massachusetts, Maryland, Michigan, Minnesota, New Jersey, Philadelphia, Texas, Virginia, and Washington.

The home furnishings retailer will soon open stores in Florida, New York, Orlando and Utah. Ikea's Hispanic agency of record is Santa Monica-based Anita Santiago.


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