Lowe's - Advertising and Sponsorships

Advertising and Sponsorships

In 2006, Lowe's partnered with designer Marianne Cusato to develop and offer affordable house plans for the hurricane-affected Gulf region. Lowe's is the exclusive retailer for both the plans and building materials for the Lowe's Katrina Cottage. They offer easy construction and affordability, as well as the possibility of expansion. Moreover, they meet all international building codes and exceed hurricane codes.

Lowe's has a wide variety of television and radio commercials. A significant number of different racing-inspired commercials can be seen and are often played outside of television race coverage. Gene Hackman's voice can be heard on many commercial advertisements for Lowe's. However, Ben Yannette is currently doing the Lowe's advertising campaign voice-overs.

In 2006, Lowe's began sponsoring the radio broadcast booth of the New York Yankees. Frequently during every game Yankees announcer John Sterling states "We are coming to you live from the Lowe's Broadcast Booth. Lowe's: Let's build something together.". The tag line has been changed in September 2011 to 'Never Stop Improving'.

Lowe's advertising has been a part of the Christmas controversy in the United States. In 2005 Lowe's signage for their Christmas trees read "holiday trees" in English, but read árboles de Navidad (Christmas trees) in Spanish rather than árboles de feriados. In 2007, Lowe's started using the term "family tree", sparking protest from the American Family Association, but they have since claimed that this term was only a printing mistake.