Karastan finds 'Lost' star to 'Make a Statement' for its 2006 Ad Campaign
January 01, 2006
- Evangeline Lilly, the Hollywood actress starring on ABC-TV’s award-winning series “Lost,” is the latest personality to appear in the national print ad campaign for Karastan carpets and rugs. Also emerging as a fashion favorite in the pages of leading style magazines, she was tapped to represent the prestigious American brand for 2006 in its ads themed “Make A Statement. Your Own.” Two versions of the ad—one each for carpet and rug—will begin to rollout with April issues of shelter and lifestyle publications. The media buy includes Architectural Digest, Better Homes & Gardens-Better By Design, Domino, Elle Décor, House & Garden, InStyle Home, Martha Stewart Living, Metropolitan Home, Oprah and O at Home, Real Simple, Southern Accents, Sunset, Town & Country, Traditional Home, Veranda and Western Interiors & Design. Karastan’s choice of Lilly to follow in the footsteps of actress/model Andie MacDowell and Bliss Spa founder Marcia Kilgore for this third iteration of its statement makers series is a reflection of the brand’s own evolution over the past three quarters of a century.
“We’ve scratched beneath the surface of the public persona of Evangeline Lilly and found quite an impressive and authentic young woman who’s independent, adventuresome, a goal-setter, and a caring humanitarian,” said David Duncan, vice president of marketing. According to Duncan, a lengthy interview conducted by design journalist Wendy Goodman, which will appear in full on the company’s Web site, reveals that Lilly is an old soul and a young heart.
“She possesses extraordinary qualities and has great integrity and we already see many parallels between her and the Karastan consumer who seeks out a distinctive, unapologetic lifestyle.”
The photographic portraits of Lilly with the Karastan products are by renowned Miami-based fashion photographer Mateo Garcia. They are composed into both double- and single-page formats. The short text accompanying the image makes it clear the “Lost” star is anything but, and that she has direction and a genuine vision of her own personal style.
“We’ve been successful at striking a strong emotional chord and forming a bond with our consumers who relate to the accomplished, self-assured individuals in the ads,” he said. “Their common denominator is definitive tastes and lifestyles, and their homes are where they express themselves most freely.”
To read the full interview with Lilly, plus view every carpet and rug product Karastan creates, visit www.karastan.com . On the site also are helpful national dealer listings, along with tips on purchasing and decorating with carpets and rugs.
Karastan is part of Mohawk Industries, a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, wood, stone, laminate, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which, in addition to Karastan, include Mohawk, Ralph Lauren, Lees, Bigelow, Dal-Tile and American Olean. Mohawk’s unique merchandising and marketing assists customers in creating the consumer’s dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations.