California Closets Celebrates 30th Anniversary

The Industry Leader in Spatial Design Launches New Integrated Marketing Campaign That Goes Beyond Closets

SAN RAFAEL, Calif.--(BUSINESS WIRE)--California Closet Company, Inc., the pioneer in spatial design solutions, today introduced a new integrated marketing campaign. The new campaign is in celebration of 30 years of leadership within the home design industry, and marks an evolution in the California Closets brand. The campaign is designed to provide consumers with a fresh look at California Closets, showcasing the company's new products and designs, while defining the role the company plays in creating order in the personal spaces of home and life.

New Marketing Campaign

Over the past 30 years California Closets has been the industry leader in creating custom closet solutions. While maintaining a strong focus on closets, the company is now evolving its offering centered around the importance of spatial design and creating order in homeowners' lives in closets and beyond. By applying organizational expertise to all rooms of the home, California Closets' new definition of traditional home spaces extends to media rooms, garages, pantries, craft rooms, entryways, mudrooms, and more. The new marketing campaign reflects this evolution and reinforces California Closets' expertise in design.

The campaign is brought to life using the tagline "Room to Breathe, Time to Define, Space to Be". The concept is grounded in the idea that California Closets can help you pursue your personal visions and passions to create your own Space To Be, by creating a more orderly home through spatial design and organization. The campaign reinforces the many ways that consumers can work with California Closets through the website, or with their expert Design Consultants in-home or in one of many showrooms throughout the country.

The integrated marketing campaign combines traditional and new media marketing tactics including broadcast, print, sponsorships, Web, retail collateral and public relations, reaching consumers at every point, from consideration to purchase. The campaign will kick-off in March 2008 with print advertising featured in a variety of magazines such as Architectural Digest, Dwell, Metropolitan Home, Real Simple and Vanity Fair. The print campaign is visually striking with the use of lifestyle models, beautiful room/product imagery, and text that defines the role space, time and passions have in the life of the subject. The design incorporates a collage of imagery and uses white space to create a sense of calm and 'breath' on the page. There are a variety of executions featured in spreads and single page units. The lifestyle images were shot by internationally recognized British photographer Sarah Maingot.

The TV campaign uses beautiful room and product imagery to create a visual collage. Both :15 and :30 second broadcast ad executions were created.

The campaign media plan includes national broadcast cable on HGTV and DIY Network. California Closets is also a key sponsor of the HGTV Dream Home. This years' HGTV Dream Home features a fishing closet and custom master walk-in closet designed by California Closets. The partnership is also promoted throughout various HGTV promotional elements, including their virtual home tour and Web initiatives.

In coordination with the national campaign launch, California Closets reveals a new Web site, CaliforniaClosets.com, creating an online resource and destination for consumers who seek spatial design ideas and expertise. Rich lifestyle and room/product images entice consumers to peruse a breadth of design options, discovering a space that is just right for their home.

California Closets is also aligning with leaders in the home design industry, and will be showcasing at the upcoming Architectural Digest Home Design Show in New York in early March.

"For 30 years, California Closets has set the standard for the industry with extraordinary product offerings, exceptional quality, and design expertise," said Anthony Vidergauz, president and CEO of California Closets. "The new campaign not only illustrates the natural evolution of our brand, but our continued commitment to improving our customers' lives through intuitive and personalized design solutions for every room of their home."

Three Decades of Innovation

Since 1978, California Closets has been the industry leader in the home storage and organization category. Necessity led to industry-revolutionizing innovation when an 18-year-old college student, who became the company founder, developed a solution for maximizing space in his cramped dorm room closet. California Closets is now the largest custom storage franchise company in the world, having designed and installed over four million custom storage solutions. With more than 100 franchises worldwide, California Closets will continue this legacy by offering consumers an expanded assortment of design solutions and a fresh focus on design in the home for 2008.

About California Closets

California Closets provides individually-designed custom storage solutions for any space. Known for innovative product design, commitment to customers and creative solutions for any lifestyle, California Closets provides consumers more of life's most valuable commodity – time. Additional information can be found at www.californiaclosets.com, in their showrooms, or by calling 800.274.6754.

California Closets Company, Inc. is owned by The Franchise Company, a subsidiary of First Service Corporation.

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