DirectBuy Promises Consumers More in New Advertising Campaign

New ad campaign highlights the company's brand promise and Free 30-Day Membership offer

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May 22, 2014, 11:06 ET

MERRILLVILLE, Ind., May 22, 2014 /PRNewswire/ -- DirectBuy, the membership club that enables members to save across a wide variety of merchandise for their home and lifestyle, is proud to announce the launch of its new advertising campaign. The ad campaign is part of efforts to reach existing and prospective members to introduce them to the new look and mission of the company that was developed by DirectBuy's revamped leadership team.

DirectBuy's new ad campaign also introduces the company's new tagline, "Together, we can do amazing things," which reflects DirectBuy's mission to provide value and service that improves members' lifestyles. It's more than a tagline though; it's also DirectBuy's new brand promise.

"In a way, it is simply a reflection of what DirectBuy has always been, which is people coming together to have more power than they would as individuals," said Curt Hilliard, DirectBuy's Chief Marketing Officer. "By joining the Club, members get more choice, more value, and more control."

DirectBuy's "Want More?" campaign includes new television commercials that recently began airing that aim to increase awareness of the club's unique offerings and customer-centric operating values. View the ad here: http://youtu.be/Z5e87YxiuZc

"We want our members and potential members to have more. This includes more service, selection, and value, which are all available by joining the Club," said Hilliard. "While it's true that we are able to save our members huge amounts of money, the opportunity to come in and meet with our associates tells a better story. Superior service will help reposition our brand and this commercial is just the beginning of our awareness campaign."

DirectBuy chose advertising agency Bradley and Montgomery to develop the ad campaign. "DirectBuy offers an amazing value proposition," said Bradley and Montgomery Creative Director Brian Harris. "We are trying to share what makes DirectBuy so unique and how membership can really benefit customers every day. We want people to understand that retail or Internet buying experiences pale in comparison to DirectBuy."

Consumers will also be introduced to DirectBuy's Free 30-Day Membership promotion that gives guests of their Open Houses a chance to experience DirectBuy membership firsthand. The Free 30-day Membership promotion and a free DirectBuy preview guide are available by contacting DirectBuy via the phone number in the commercial; however, the goal of the ad campaign is to drive consumers to DirectBuy.com to learn more about membership, explore a customizable Lifestyle Planner, and ultimately set up a visit to their local showroom.

"With so many changes underway— from the launch of DirectBuy Travel to our online Lifestyle Planner and commitment to customer service excellence—we want to share DirectBuy's story and value proposition far and wide," said CEO Mike Bornhorst.

About DirectBuy
DirectBuy provides members with outstanding service, selection and value. At nearly 100 locations throughout North America, DirectBuy members pay confidential dealer prices with no hidden retail markup on over 1 million products from hundreds of popular brands. Our commitment to service excellence ensures that our members have access to unparalleled quality and choice while being guided by experts in purchasing and design.

DirectBuy also provides lifestyle-enhancing benefits through DirectBuy Travel, including travel packages, luxury resorts, cruises, flights and car rentals, and more.

For more information on DirectBuy, visit www.directbuy.com or https://www.facebook.com/DirectBuy

SOURCE DirectBuy