Crystal Launches New Advertising Campaign

Flushing, N.Y.-based Crystal Window & Door Systems has announced the launch of a new informational awareness campaign focusing on the energy savings value of Crystal windows from a residential consumer's perspective. The campaign is designed to inform and educate consumers and residential builders and remodelers on the many advantages of the energy cost saving features of today's window and door products, particularly in light of rising energy prices.

Through a series of print advertisements, informative brochures, promotions, letters and even holiday cards, the message Crystal is spreading is adding value while saving energy. Andrew Ziegler, Crystal's marketing director, explains: "Homeowners add value to their property with modern Crystal windows that save on heating and cooling energy costs, remodeling contractors bring extra value to their customers by offering a range of smart energy saving options for window choices and builders enhance the appeal of any new residential property or development with fenestration products that deliver long-term energy savings. Everyone benefits from using energy-efficient windows and doors in a new or remodeled home."

The informational campaign, with an initial budget of over one-half million dollars, was tested in September and is scheduled to run through 2006. The 4th Quarter 2005 effort is concentrated in the New York metro area and will spread to other areas throughout the East Coast and Midwest served by Crystal.

The print ads utilize family images to educate the public and construction trade on the tangible monetary energy savings and increased property value benefits that accrue to the users of Crystal's energy-efficient family of products. The first ad notes how the use of Crystal energy-efficient products will help the family save money for the daughter's coming college tuition expenses. Future variations on the ads will highlight other family uses for the savings accruing with the installation of Crystal windows. While noting the benefits of all of Crystal's broad product line of energy-efficient windows and product features, the ads will draw special attention to the company's federal ENERGY STAR certified models.

The advertising message will be reinforced through brochures, trade show displays, promotions, premium gifts, trade and consumer brochures, and direct-mail pieces targeting various demographics and audiences.

"Our focus on the end user-the consumer-is intended to generate greater energy cost savings awareness throughout our distribution network. Homeowners will be the strongest advocates for the energy saving advantages of quality window and door products, such as Crystal's. We expect their interest, combined with soaring fuel oil, natural gas and electricity prices, will significantly increase demand for our residential products with our builder and remodeling customers," noted Steve Chen, executive vice president.