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Get a cheap scratching post or a cardboard scratcher and put a liberal dose of catnip on it. They will obviously be attracted to it and do their very best to scratch/scent mark the item rendering the upright uncool/passé- cats love the nip and will always try to make it their own!
It's saved out chesterfield sofa to a certain extent but I also found rubbing a citrus oil into the surface has deterred our cat from scratching it. She would often try to attract our attention by misbehaving and sticking her claws in but now she will avoid it as she can't stand the smell being rubbed off on her.
Tiger the shop have had a couple of cardboard scratchers we have found really useful as they absorb the catnip smell but a lemon or orange oil rubbed into what you don't want them scratching will put them off - cats hate citrus as it's too tangy for their little noses. Obviously avoid this if it's a prime cuddle location.
Nice one, on the subject, he's not much of a scratcher, but has taken a shine to the reclaimed wood upright in our rented place, which is obviously less than ideal. Might try and get a carpet offcut to wrap round it so he can scratch away.