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US mattress firm hires three for UK consumer launch

LONDON - US mattress manufacturer Aero Products International has hired three communications agencies to manage its £1.4m direct response launch in the UK.

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Advertising agency Tugboat is producing a campaign for the air-filled mattress' target consumers. The campaign, which crosses TV, press and print, is set to run later this summer following the retail launch.

The TV and national print ads will feature a direct response element.

Communications consultancy Salt will host Aero's press office. It is developing a global manual to establish Aero's messages and processes, and will handle media relations to support each retail launch and the wider consumer campaign.

Media planning will be handled by Zed. All three agency will form an integrated team providing media planning, consumer advertising, trade relations, direct-to-consumer stunts and consumer PR.

Aero is unheard of in the UK but is well known in the US. The company's UK managing director, Susan Young, said: "There is an AeroBed in one in four households in the US, and while we do not expect this to happen in the UK overnight, we believe that having such a strong integrated team will support Aero's move into retail and raise awareness among UK consumers."

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