DALTON—For the first time in its 60-year history, Shaw Industries is using television to market directly to consumers.

The campaign officially started Sept. 25 and runs through Nov. 3 on some of the most popular cable stations, including HGTV, DIY, DiscoveryHome, TLC and A&E.

Buddy Bevil, Shaw’s director of marketing communications, said more than 800 spots have been reserved during this period, with commercials appearing from early morning through prime time.

“It’s a targeted approach,” he explained, “and will continue with our theme of ‘I want a floor’ which we’ve been using in our print and Internet advertising since last year.”

Speaking of the Internet, Bevil said the TV spots will not only feature all the products Shaw produces, they call attention to the promotion taking place on its new Web site, shaw floors.com (see related story).

Two commercials will be run throughout the campaign, he noted, and they will also be available to any Shaw dealer to use at the local level. “We made the ads so retailers can customize the piece by including the store name and location.”

Bevil noted Shaw launched the ‘I want a floor’ marketing campaign a year ago, and with the TV commercials now part of it, over one billion consumer impressions will be made by the end of this year.