Mar 17, 2008 6:05 AM, PROMO Xtra, By Richard Tedesco

SuitePlay's Chicago Tribune ad trumpets its new Cubs promotion.

If the Chicago Cubs end their century-long malaise and win the World Series this year, it could mean free furniture for many of the team’s famously stoic fans.

SuitePlay, a Chicago-area retailer of home entertainment furniture, is offering a full rebate on all purchases made at its four stores through April 15 if the Cubs become world champions.

The promotion is a virtual replay of a sales stunt Jordan’s Furniture ran with the Boston Red Sox last season. The response to that promotion helped inspire this one, according to Kelly Claffey, SuitePlay vice president of marketing.

But Claffey said the retail chain had been contemplating some form of a “century sale” over the past several months to play off the Cubs’ 100-year drought.

“The big play is that we believe in the Cubs and we feel that this is our year,” Claffey said.

Consumers don’t need to buy anything to participate in the promotion: They can also register at any of the SuitePlay stores for a chance to win a recliner sporting the Cubs logo. One winner will be selected at each location if the Cubs become world champions.

SuitePlay expects its sales to double during the promotional period, when it will be introducing a new line of outdoor furniture.

The chain is fully insured against potential losses. Reimbursements won’t include tax and delivery fees, Claffey said.

As a new Cubs sponsor, SuitePlay is likely to score off the promotion and through the duration of the season.

Full-color ads will run in the Chicago Tribune plugging the furniture promotion over the next month. TV spots on Comcast SportsNet, radio spots on WGN, e-mail blasts and ads on SuitePlay’s Web site will also trumpet it. A scroll on the Wrigley Field marquee will run 100 times daily and it will get on-air mentions during the first six Cubs games.

“We’re putting all the marbles on this one,” Claffey said.

Comcast SportsNet, the Cubs’ primary outlet, will feature a “SuitePlay of the Game” during Cubs and White Sox games through September. SuitePlay will also sponsor a “Sweet Lou” quote of the week from Cubs’ manager Lou Pinella on WGN radio.

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