Why Lexington chose television for its new Tommy Bahama campaign

Bill McLoughlin//Editor in Chief//April 17, 2023

HIGH POINT – Lexington Home Brands will unveil a new 60-second television spot for its Tommy Bahama brand during High Point Market with plans to run it across myriad stations each morning to enable Market attendees to catch it while they’re getting ready for Market.

The aspirational lifestyle ad recognizes that, like many consumers right now, Lexington’s affluent demographic has been focusing its discretionary spending on travel following the confinement of the pandemic. The message of the ad is aimed at letting consumers know that when they come home, Lexington can make that home the place they want to be.

“No matter how much you like to travel there’s simply nothing like coming back home,” said Phil Haney, president and CEO. “Our message with this spot is, ‘you’ve been traveling. It’s time to come back home.”

Haney explained that during the pandemic affluent consumers, like others, became strongly focused on their homes. And even while discretionary dollars have been diverted to experiences like travel in recent months, consumer interest in enhancing their homes remains strong. Lexington is looking to connect with that interest with the new spot.

The spot opens with a smooth jazz track composed specifically for the ad by Grammy award-winning artist Steve Tyrell. It captures the feel of beautiful vacation retreats using settings that consumers can create in their own home with Tommy Bahama furnishings. “We want it to convey luxury in a more casual way,” Haney explained. “It’s not sloppy, but it’s not stiff.”

Haney noted that the 60-second time frame for the ads was intentional to allow time to build the mood and tell the story in a way that would resonate with Lexington’s core demographic, a group he described as consumers 55 and older with incomes well in excess of $200,000 annually. He added that, when it comes to reaching this demographic television remains an important and effective medium.

“We want it to intrigue them. We wanted music to connect with our demographic,” said Haney. “We weren’t going to cram everything into 30 seconds.”

The ad will get its unveiling on FOX, CNN, and local and regional cable stations television during High Point Market, with multiple viewings each day between 6 a.m. and 9 a.m., timed to coincide with marketgoers getting ready for the day. In addition Lexington dealers will have the opportunity to add a local tag at the end of the spot for use in their respective markets.