R.C. Willey To Run Ad Campaign Featuring Paige Davis

Furniture World Magazine

Effervescent TV personality Paige Davis, host of The Learning Channel’s long-running hit “Trading Spaces,” is the spokesperson for a major new advertising campaign for R.C. Willey, the home furnishings chain announced. The campaign, which launched throughout R.C. Willey’s five markets in the Western United States on Monday, features television, newspaper, radio, internet and outdoor billboard advertising. All of the new ads feature Davis, working for the first time on behalf of R.C. Willey – one of the nation’s largest and most successful retailers of home furnishings, electronics, appliances, mattresses and flooring. The largest furniture dealer west of the Mississippi – and a subsidiary of Berkshire Hathaway – R.C. Willey has stores throughout Utah’s Wasatch Front, as well as Boise, Sacramento, Reno and two in the Las Vegas area. The popular and personable Davis, who returned as host of The Learning Channel’s (TLC) “Trading Spaces” earlier this year, is a perfect fit for R.C. Willey’s new brand and direction, said R.C. Willey President Jeff Child. “People know Paige from TV and trust her as someone with style, taste and flair,” Child said. “Those attributes make her the perfect personality to embody the R.C. Willey brand. She is bright, charming and fun – and will make our customers feel at home.” The new R.C. Willey campaign – geared around the theme, “Your Home, Your Way,” – was produced by Salt Lake City-based advertising agency Love Communications, which became R.C. Willey’s agency of record in early March. The television commercials and other creative elements featuring Davis were shot on location at R.C. Willey’s Summerlin store (Las Vegas area) in late April. “Paige brings a freshness and vitality to the R.C. Willey brand that we think people will respond to,” said Tom Love, president of Love Communications. “She is everyone’s friend – the perfect host to welcome people to the unique R.C. Willey experience.” A certifiable hit (with an average of 4 million viewers at its peak), TLC’s “Trading Spaces” premiered in 2000. Davis is currently in production on 24 new episodes of “Trading Spaces,” scheduled to air on TLC this fall. Love Communications started negotiating with Davis soon after beginning its branding process with R.C. Willey. The new commercials, newspaper inserts and outdoor billboards are “really going to make people stop and take notice,” said Clark Yospe, marketing vice president for R.C. Willey. “It’s unlike anything we’ve ever done before, and it’s a bold step forward for our overall brand.” Davis also will have a large presence on the R.C. Willey Web site – rcwilley.com – and will make personal appearances at R.C. Willey store locations later in the year. “I love working with R.C. Willey! It’s important to me to work for a store that carries items I actually want to put in my own home, and R.C. Willey totally fits the bill,” said Davis, who’s also starred on Broadway in the musical “Chicago” and appeared on many TV talk and variety shows. “I had so much fun with these commercials. I felt like I was able to bring my own voice to the spots, and I hope that works well.” The Utah-based R.C. Willey was founded in 1932 by Rufus Call Willey. Utah store locations include Salt Lake City, Murray, Orem, Riverdale, Syracuse and Taylorsville.