ALEXANDRIA, VA—Public affairs specialist Smith & Harroff has been selected to create and implement a national marketing campaign to promote sales of real Christmas trees. After sending out an RFP to nine firms, the National Christmas Tree Association chose three finalists before awarding the account to the Alexandria-based firm.
According to Steven Drake, president of Drake & Company, the association management company that manages NCTA, “The task force selected Smith & Harroff because of its unique combination of marketing and political skills, as well as the high level of enthusiasm it displayed.”
The decision to engage a communications firm was made against a backdrop of eroding sales of real trees and an increase in artificial tree sales. Says Jay Smith, President of Smith & Harroff, “Frankly, we were surprised by the numbers, having enjoyed all of our Christmases with a real tree. We don’t think Christmas is Christmas without a real, live tree to enjoy. The challenge is to convey that spirit to a new generation of consumers and others who consider themselves too busy to purchase and decorate a real tree.”
The campaign is expected to be a multi-year effort.