Taking its message to the iHeartRadio airwaves during Presidents Day, one of the most popular holidays for promoting mattresses, MLILY recently launched its first national advertising program that will air in seven cites and reach 16 million listeners.
The 30-second commercials are designed to drive traffic to local retailers in Miami, Seattle, Atlanta, Houston, Corpus Christi, Texas, Phoenix and Los Angeles. MLILY has strong retail partners in each of the targeted markets. By partnering with iHeartRadio, the advertisements will be featured on a variety of iHeartRadio formats where listeners can play the station at any time and from any device.
The radio spots promote MLILY mattresses as the conduit to a better night’s sleep, offer a promotion and depending on the market, mention specific retail partners. Some of the ads encourage consumers to visit MLILY’s dealer locater on its website.
“We worked closely with iHeartRadio to design the creative and pick the right markets, formats and times to run our campaign. Radio is a terrific medium to talk about sleep because in many cases consumer are in their cars driving to work in the morning or coming home in the evening when they are tired and sensitive to hearing messages about sleep and relaxation,” said Stephen Chen, president of MLILY USA. “It was also critical for us to hit the markets where we have strong retail partners who will be able to handle the traffic these spots will generate.”
The voice behind MLILY, Brian Mudd, is a popular DJ for iHeartRadio and has been featured as a guest correspondent on Fox News Channel. iHeartRadio is a free, all-in-one streaming radio and digital music service that gives users instant access to thousands of live radio stations from across the country.
About MLILY: MLILY USA is the North American mattress and pillow company of Rugao, China-based Healthcare Co., Ltd. Based in Knoxville, Tennessee, the company’s mattresses, pillows and sleep accessories are all manufactured in state-of-the-art factories located in China, Thailand, Serbia, and Winnsboro, South Carolina, that span more than 6 million square feet. With products sold worldwide, MLILY also holds a unique global strategic partnership with Manchester United, the leading sports brand and popular soccer team located in the United Kingdom. As part of the partnership, MLILY provides the team’s training complex with mattresses and other sleep products.