Sure Fit has been the leading provider of slipcovers and related accessories since 1914. A well-established brand with no major competitors, Sure Fit has enjoyed a lion’s share of the slipcover market but wanted to expand its consumer base further.

The first task for 5WPR, as agency of record, was to build the brand of slipcovers. When some consumers hear the word “slipcover,” they think of the uncomfortably sweat-inducing shiny vinyl sheaths their grandmothers used to protect beloved muslin sofas from dirty, sweaty hands. 5WPR disseminated an “evolution of the slipcover” piece to educate editors on the plastic-y beginnings of the segment… but emphasizing the used of technology and mass-production to make marked innovations in the slipcover segment – from functional to fashionable.

As cheap has become chic given economic times, the 5WPR news bureau aggressively spread the word, reminding home and style editors that a Sure Fit cover was a $100 budget-friendly alternative to buying a new sofa. We also let consumers know that rehabbing a sofa as such, instead of replacing it, was not only budget friendly but eco-friendly.

And when Sure Fit released it’s first-ever Transit Cover, designed to fit around an airplane seat, 5WPR created media opportunities around heightened fears of flu season during peak holiday travel.

As a result, 5WPR generated wave after wave of press coverage across the nation. We received standalone media places at outlets such as The Boston Globe, San Francisco Chronicle, The Los Angeles Times, Apartment Therapy, InStyle, Newsday, Reader’s Digest, The Today Show, Real Simple, Country Living and Business Week.

Sure Fit has seen record saw traffic to its Web site directly following our campaign, and is now hitting record sales in part through our efforts.