Nourisan launches ad campaign

Saddle Brook, N.J.— Live on Fashion is the theme of a new fall consumer advertising campaign from rug and carpet source Nourison.

The ads are designed to increase brand recognition and appeal to people who recognize rugs and carpets as an extension of their personal style at home and

The campaign begins in September with a full-page ad in Fashion Rocks!, a magazine to be packaged with Architectural Digest. The ad also will appear in the event program for Fashion Rocks!, a celebrity benefit concert set for Sept. 7 in New York. The event kicks off New York's Fashion Week.

Nourison also will launch its One Source, Unlimited Possibilities advertising this fall in national consumer home furnishings and design publications, with tie-ins to fashion-oriented promotions.

In addition to the expanded ad campaign, Nourison is pursuing growth by hiring several new sales representatives and Internet marketing personnel, and has expanded its Domestics department of scatter, accent and bath rugs. The company also has launched its Liz Claiborne home line this year, and has made additions to its Calvin Klein home and Versailles Palace licensed collections.

Nourison also has opened a 500,000-square-foot specialty broadloom manufacturing facility in China, and a 300,000-square-foot warehouse and distribution center in Calhoun, Ga.

It also plans to relaunch its Web site in August, offering a view of nearly every Nourison product and a user-friendly dealer locator.