Alexandria, Virginia - The US International Sleep Products Association (ISPA) has joined with advertising agency Leo Burnett USA to create a national marketing campaign designed "to help consumers better appreciate the important role mattresses play in promoting sleep, health and a better quality of life."
"Sleep deprivation in our country is reaching epidemic levels, affecting every aspect of our lives," said ISPA president, Dick Doyle, in an announcement from the organisation. "ISPA is uniquely positioned to provide consumers with valuable information on the vital role new mattresses play in improving the quality of their sleep. Overall physical and mental capacity is directly linked to sleep, and mattresses provide the fundamental foundation for a good night's sleep."
Leo Burnett USA will work with ISPA's marketing advisory team, which features a cross-section of mattress manufacturers, suppliers and retailers, along with the Better Sleep Team, in developing the research and overall campaign elements designed to grow the market for new mattress sales.
The company said that leading up to the ISPA Conference and Exhibition, Leo Burnett will be creating "a research based multi-faceted marketing campaign designed to expand the market for overall mattress sales."
Polyurethane is a key ingredient in the foam used in the mattress industry.