DACOR® DEBUTS FIRST-EVER CABLE TELEVISION ADVERTISING CAMPAIGN

DACOR®, a leader in high-end kitchen appliance design, manufacturing and distribution, debuts today its first-ever cable television campaign on HGTV and Food Network. To be tested initially in the San Diego market, the campaign may run nationally depending on results.

Diamond Bar, Calif., (PRWEB) September 9, 2003
DACOR® DEBUTS FIRST-EVER CABLE TELEVISION ADVERTISING CAMPAIGN

In Partnership with Standards of Excellence, Commercials Air in San Diego County on HGTV® and Food Network This Fall

DIAMOND BAR, Calif., September 9, 2003—DACOR®, a leader in high-end kitchen appliance design, manufacturing and distribution, debuts today its first-ever cable television campaign on HGTV and Food Network. To be tested initially in the San Diego market, the campaign may run nationally depending on results.
     DACOR is partnering with Standards of Excellence, the largest appliance dealer in San Diego County, as part of its regional marketing branding initiative. Dealer information and locations are identified at the end of each spot. The ninety-day test campaign runs September to November 2003 with three different 30-second spots in rotation.
     DACOR targeted the fall schedule to coincide with the pre-holiday sales season, as well as to support its new, national print campaign, Discover DACOR," which launched in June. The three ads showcase the DACOR brand association with innovation, performance and consumer values such as family-owned and American-made.
     While this cable initiative is new to DACOR, it is a logical extension of the higher profile approach we have been establishing in the market. We look forward to working with Standards of Excellence on our cable test market because it is a proven leader in the appliance distribution field, as well as our national dealer network as the campaign evolves," affirms S. Michael Joseph, chairman and CEO of DACOR. Our partnership with DACOR continues to grow every year. This new cable campaign reflects that growth and our confidence in their products," says Roger Kuske, owner and president of Standard of Excellence.
     Today, many homeowners are in peak earning years and, in light of stock market volatility, are investing more in their primary residences in remodeling, particularly in kitchen upgrades. Therefore, the home remodeling industry has experienced explosive growth in recent years with annual revenue estimated at $214 billion, according to a report from the Joint Center for Housing Studies at Harvard University. In the same study, kitchen remodeling continues to dominate sales over all other segments of the home remodeling industry. Affluent households spend an estimated $20,000 or more, which accounts for 48.3 percent of the home remodeling market.

About DACOR

Founded in 1965, DACOR has introduced many industry firsts, including the pure convection oven and the worlds only 30" wide dishwasher for the home. Based in Diamond Bar, Calif., DACOR maintains designer showrooms at corporate headquarters in Diamond Bar, California, Atlanta, Chicago, Baltimore, Maryland, and San Francisco. For complete information on family-owned DACOR, its American-made product line and local dealer locations visit www.dacor.com or contact Customer Assurance at (800) 793-0093.

About Standards of Excellence

Standards of Excellence are San Diegos largest supplier of designer fixtures and appliances. Serving the San Diego area for over 25 years with the latest styles and trends in designer home fixtures, appliances and hardware. Founded in 1976 and operating under the name Central Wholesale Appliances, the first showroom was in El Cajon, California. The company has since expanded to include showroom locations across Southern California including San Diego, Huntington Beach, Murrieta, Palm Desert, and San Marcos, and provide expertise and service to customers throughout Southern California and Mexico. Independently owned and operated, Standards of Excellence now employs over 65 full-time sales, administrative, marketing and delivery associates to serve customers.
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