Why buy a sponsorship anywhere else? Mattress retailer Sleep Country Canada announced this week that it is now the official sponsor of the popular morning show Erin and Darren in the Morning on Toronto’s leading radio station, 98.1 CHFI.
Sleep Country’s vice-president of marketing Laura Baker turned down Marketing’s request for an interview, but the company said in a release that messages about the importance of a good night’s sleep and improving your sleep will be “seamlessly” woven throughout the 5 a.m. to 9 a.m. weekday show. The program will also feature Sleep Country Canada giveaways.
Sleep Country CEO Dave Friesema said that CHFI has traditionally played an “important” role in the 22-year-old company’s marketing efforts.
The Rogers Media-owned station boasts an industry-leading 11.1% share of the Toronto market according to the most recent PPM ratings from Numeris, attracting an average minute audience of 31,000 people 12+.
Known for its catchy jingle “Why buy a mattress anywhere else?” (recently named one of Canada’s top 25 jingles by The Huffington Post Canada) Sleep Country currently has 179 locations across Canada, including 59 in the Greater Toronto Area. It also operates 50 Quebec stores under the name Dormez-vous.
Sleep Country recently posted its 10th consecutive quarter of same-store sales growth. The company’s annual revenues increased 15.2% to $456.2 million from $396.1 million in the previous year, with same-store growth of 11.3%.
The company said that accessory sales of pillows and linens were up 24% over the previous year, and almost 30% in the fourth quarter.
