IKEA latest marketer to build on Obama's change message

01/13/2009 | Brandweek

Taking a cue from President-elect Barack Obama, IKEA has created an out-of-home campaign that includes a mock oval office furnished with its products located inside Washington, D.C.'s Union Station, a series of bus and train billboards and a "mock motorcade" of vehicles that will tour the D.C. area on Thursday and Friday featuring IKEA furniture "fit for a president." The effort, dubbed "Embrace Change '09," is meant to promote IKEA's stores in College Park, Md., and Woodbridge, Va.

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