The Sealy brand of Tempur Sealy has introduced First Night, a marketing initiative targeted at people moving into new homes.

As part of the effort, a select group of consumers moving into new homes is receiving new Sealy Posturepedic Hybrid mattresses and other gifts to celebrate their first night in their new homes. First Night includes digital content that captures the reactions of these homeowners being surprised at their new homes with Sealy Posturepedic Hybrid mattresses and pillows for each person in the family. Also as part of this program, Sears has contributed funds to pay for welcome kits for the homeowners, which include a $500 Sears gift card, grocery and pizza gift cards, cleaning supplies, toiletries and other items.

At this time, a Sealy spokesman said, the brand is focusing First Night on two pilot markets, Charlotte, N.C., and Sealy, Texas, where Sealy was founded by Daniel Haynes in 1881.

“Closing on a new house and experiencing the first night at home is a special milestone in consumers’ lives, but it can also be stressful,” said Scott Thompson, chairman, president and CEO of Tempur Sealy. “This campaign lets these lucky homeowners know that Sealy is proud to support them as they embark on such an exciting time of their lives, while also helping make their first-night experience easy and comfortable.”

As of press time, Tempur Sealy had not responded to a request for comment from HFN concerning how many new homeowners have received the mattresses and welcome kits to date, or about the geographic reach of the program.

First Night is part of Sealy’s Proud Supporter of You marketing campaign. In another part of this effort, Sealy sponsored the Sealy Community Foundation’s 2016 Sealybration Block Party, held July 8-9 in Sealy, Texas.

Sealy was acquired by Tempur-Pedic in 2012, which led to the formation of Tempur Sealy.

(Source:hfndigital.com  Author:David Gill)