Digital marketing agency TBG London has been appointed to handle the first online marketing campaign for bedding company Tempur. The account is worth &£1.5m.
It is the first time the company has used online advertising. The campaign is part of a strategy by the company to raise awareness of the Tempur brand and the benefits of its products, which can help to relieve back problems.
Tempur marketing manager Melanie Fairfax-Jones says the brand has traditionally used print and television advertising but it has decided to move its budget to online to “reach a much more targeted audience and achieve greater return on investment.”
TBG is developing a dedicated microsite for the Tempur brand, as well as the creative work for the campaign, which will run across e-mail, affiliate and search marketing. TBG will also handle the media planning and buying for the campaign.
TBG was established in 2001 and clients include American Express and Littlewoods. Earlier this year Ocean Finance appointed TBG as its first digital agency.
Tempur launched in Sweden in 1991. The original Tempur material was developed for NASA, but the manufacturers rolled out Tempur products as an orthopedic range.