La-Z-Boy UK’s new consumer TV advertising is set to launch tomorrow.

Featuring on 50 channels, a combination of mainstream, sports, movies and entertainment, the 30-second advert will air 68 times tomorrow alone, including in George Clarke’s Amazing Spaces, on Channel 4 at 8pm.

Running for 11 days, the advertising is part of an integrated campaign combining television, press and digital.

The campaign, entitled Connoisseurs of Comfort, features a selection of characters who each highlight different qualities of the La-Z-Boy Originals Collection. After investing in marketing research to identify key target consumer groups, the advertising campaign has been designed to increase brand awareness and realign customers’ perception of La-Z-Boy and its products.

Marketing director, Mark Draper, comments: “Visitors to our stand at the NEC will have seen the concept and emotion we are aiming to convey with our advertising and we had a fantastic response.

“With our press and digital campaigns already up and running, we’re expecting a huge amount of interest to be generated with the addition of the TV campaign.

“We will be the only upholstery brand in the UK to be investing in standalone TV adverts, and we’ve deliberately selected mainstream channels to focus on the demographics identified in our extensive consumer research.”