Capel Inc., the largest privately owned American maker and importer of hand-knotted rugs, named The Republik, Durham, NC, as its ad agency of record.
The agency is charged with repositioning the 87-year-old Capel to highlight the craftsmanship of its rugs. Tactics will include ads in consumer newspapers, magazines and on television. In-store design, direct mail and online marketing also are part of the media plan. The campaign breaks next month.
Capel imports rugs mainly from Afghanistan, Pakistan, India and China. The Troy, NC, company has stores in Virginia, the Carolinas, Texas and Indiana. Stores open this year in Kentucky and Illinois.
An employee-owned agency, The Republik has clients such as Consolidated Shoe; Raleigh, NC's Metro Magazine; Great Outdoor Provision Co.; ReNew Construction and Fayetteville (NC) Tourism.