Home, leisure and garden store The Range was on the look out for some kind of catchy strapline after signing a deal with the American singer and renowned keyboardist Bruce Hornsby today.
The five-year deal will involve The Range placing Hornsby’s back catalogue of CDs, including Scenes from the Southside and A Night on the Town, prominently amongst their congested leisure goods displays. The distinctive piano sounds and double time drum beats that characterised Hornsby’s oeuvre will also be piped through The Range’s strangely soulless and existential-crisis inducing cafes all day long.
‘This hook-up makes a lot of sense on a number of levels’, revealed The Range’s Marketing Director Steve McBride. ‘He sings Every Little Kiss’, we sell Every Bloody Thing. He croons about ‘On The Western Skyline’, we have a store on the Luton Retail Park near the Best Western.’
‘The only stumbling block is some kind of catchphrase or slogan to promote our partnership’, said McBride. ‘I’m thinking ‘The Range and Bruce Hornsby’, or ‘Bruce Hornsby in association with The Range’ but it doesn’t quite sound right. Something better is on the tip of my tongue but I just can’t see it … I guess that’s Just The Way it Is’.
The news comes after a number of similar deals between singers and other organisations, all still apparently searching for a neat slogan to advertise their co-operation. Gerry Marsden will be working with the NHS to supply the latest pacemakers, Huey Lewis is to present the News in the afternoon on BBC World, and Gloria Estefan will partner with a shop selling sound machines in a major port-city on the south Florida coast.