Zia SLEEP SANCTUARY
The Zia assignment was an exercise in account planning. Our research began with one-on-one interviews with the target market (women 35-65). The interviews gave the client new and exciting insights. We were to focus on word-of-mouth and guerilla activities, as well as generating visibility through media relations opportunities. One suggested opportunity was partnering with businesses in the same location and with the same target so that to increase awareness and help the Zia message resonate. Another recommendation was to provide local hospitals with Zia pillows, in order to give patients a better nights rest. This was one word-of-mouth tactic. Another was to feature Zia bedding in higher end hotels and show "Zia Menus" describing the merchandise on the nightstand.