Over the next ten weeks leading up the ISPA Industry Conference and Exhibition, Leo Burnett will be crafting a research based multi-faceted marketing campaign designed to expand the market for overall mattress sales.

The International Sleep Products Association (ISPA) has selected Leo Burnett USA to create a national marketing campaign promoting the mattress industry.

Leo Burnett USA will work with ISPA's Marketing Advisory Team and the Better Sleep Council in developing the research and overall campaign elements designed to grow the market for new mattress sales. ISPA's Marketing Advisory Team includes a cross-section of mattress manufacturers, suppliers and retailers. They include: Pete Bils of Select Comfort Corporation; Tim Oakhill of Simmons Bedding Company; Ed Malechek of Carpenter Company; Dan Setlak of Tempur-Pedic North America; Kevin Stein with Latex International; Steve Newton of Mattress Discounters; Terri Stephens with Mattress Giant; David Binke of Comfort Solutions by King Koil, and Mike Wilson with The Sleep Train, Inc.

"Sleep depravation in our country is reaching epidemic levels, affecting every aspect of our lives," according to ISPA President Dick Doyle. "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."

Initial funding support for the development of the National Marketing Campaign was supplied by the following companies: Atlanta Attachment, Carpenter Company, Comfort Solutions by King Koil, Culp Inc., Flexible Foam Products, Hickory Springs, Kingsdown, Lady Americana, Latex International, Leggett and Platt, Natura World, Park Place, Sealy, Select Comfort, Simmons, Therapedic International, Tietex, and Wright of Thomasville.

Over the next ten weeks leading up the ISPA Industry Conference and Exhibition, Leo Burnett will be crafting a research based multi-faceted marketing campaign designed to expand the market for overall mattress sales. Elements of the plan include: clearly articulating the business strategy, identifying fair and equitable funding mechanisms, establishing a research-based approach to the Marketing Campaign, and establishing the return on investment proposition that will allow ISPA members the opportunity to determine the value of moving forward to the next step of the campaign.