The Swedish furnishings giant will construct living room, kitchen and bedroom models at the landmark event.
Los Angeles, CA.- February 11th, 2008. IKEA, the world’s leading furniture retailer, announced its decision to participate for the first time ever in Fiesta Broadway, the biggest and most popular Hispanic event in the United States. The 19 th Fiesta Broadway edition will take place on 27 th of April, 2008, in the heart of downtown Los Angeles, where the Swedish multinational company will have a massive presence via a Block sponsorship and three-themed lounges.
With more than 500,000 attendees, the event is an invaluable opportunity for IKEA to reach the heart of the Hispanic community. Being a Block Sponsor reflects a major desire to be part of and perpetuate Fiesta Broadway as a Hispanic tradition.
“With our participation in this key event, IKEA wants to reinforce its commitment to the local Hispanic market by offering the best products for homes at the lowest prices possible. In addition, we look forward to celebrating the love of color, joy and family tradition that IKEA shares with Hispanic families,” said Claudia Soto-Neira, IKEA’s Hispanic spokesperson.
As a Block Sponsor, IKEA will brand an entire block that will be adorned with its logo, and blue and yellow company colors. The exhibit includes a major pavilion to showcase products, from its beautiful European style kitchens, furniture, beds, and decoration accessories, to its dining utensils, lamps and carpets.
Furthermore, IKEA will take up additional event real estate consisting of three-themed 10′ x 30′ “Lounges” that will be placed strategically along Broadway Street. The “Lounges” will offer attendees the chance to experience IKEA products first hand, whether resting in a comfortable sofa to playing children’s games.
IKEA will continue the fiesta during the entire month of May with special promotions at its Los Angeles/Orange County area stores: Burbank, Carson, Covina and Costa Mesa. There, customers will find great prices on thousands of functional products designed to improve their homes and everyday life.
Since 2004, IKEA has targeted the Hispanic market by showcasing its furniture, kitchens and home accessories through Spanish language advertising campaigns, catalogs and bilingual signage at its local stores.
IKEA, founded in Sweden in 1943, is specialized on manufacturing practical and well-designed furniture, kitchens and accessories at low prices in order to make them accessible for the majorities. IKEA has more than 200 stores in 32 countries, 31 of them in the United States. IKEA is a socially responsible company that supports, among others, environmental protection and children’s education initiatives. Most recently, IKEA was honored by the United Nations Children’s Fund , UNICEF, for its contribution to children’s education throughout the world.
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