Beautyrest presents "Billy Idol"
Simmons was launching their biggest line of Beautyrest mattresses, along with their new brand campaign at the Las Vegas market. We needed Beautyrest to be the most talked about, must see brand at market and ultimately place additional skus on retailer’s floors. This was no small task competing in a city like Las Vegas and a large market with 1,000s of other manufacturers. The night before market started, we created our own Las Vegas event at the Hard Rock Casino that tied flawlessly with the new campaign. The campaign (Recharge) focused on the Beautyrest mattress giving you the sleep you need to feel recharged and ready to take on the day. Given that our demographic was middle aged retailers from across the country, we chose Billy Idol as the performer. He put on a high-energy show that left everyone energized and feeling like they were 16 again. The event had over 700 attendees and provided Beautyrest with the boost they needed for a successful launch.