Valencia, Spain – Coverings 2010 will serve as the debut venue in the United States for Tile of Spain’s new global marketing campaign, an aggressive platform with the message: Yes, We Choose Spanish Ceramic.
“It’s a strong statement,” said David Portales, promotions director for ASCER. “But we’re confident that Spanish tile is the ceramic of choice. Because of our manufacturers’ modern designs, boundless creativity, constant technological strides and a firm commitment to the environment. In those regards, we feel this campaign says it all.”
Officially unveiled at Cevisama in February, the campaign will be showcased in all Tile of Spain collateral materials, premiums and booth design at Coverings and other 2010 events. Also prevalent in print and digital advertising, the campaign is supported by four ads that will run in multiple trade and B2B publications over the course of the year. Each ad touts a different industry focus of the Spanish sector: “Not Only Design”, “It’s Time for Innovation”, “All Power to Technology” and “Now…Ecology.” The headline is then answered with the definitive statement “Yes, We Choose Spanish Ceramic.”
The look of the campaign juxtaposes strong messaging with bold graphic treatments and the use of a striking magenta. While subtly paying homage to Spain’s cultural heritage, the campaign emphasizes Spain’s leadership role and irrefutable place at the cutting edge of ceramic tile design and innovation.
Embracing a Digital Platform
In an effort to make product information and images more accessible to the U.S. press, Tile of Spain will soon launch a new digital pressroom. Journalists and other interested parties will find this online tool useful in gathering news and information about products, technology and events. A photo gallery will include an extensive range of images for interiors and exteriors, commercial and residential applications. A calendar will supply all pertinent details about upcoming events. All in one easy-to-use online location. The digital pressroom will launch in mid-April.
Upcoming Events in 2010
Exemplifying Spain’s commitment and investment in the US market, there will be multiple opportunities for the A&D community and press to see Spanish ceramic up close and personal. Mark your calendar for:
Porcelanosa Miami Showroom Grand Reopening Date: April 20, 6-8 pm.
Location: 8700 N.W. 13th Terrace, Miami FL.
Description: Join Porcelanosa for a grand reopening of its flagship showroom in Miami. Spanish celebrity journalist Isabel Preysler will be present to commemorate the event.
RSVP: By April 16, 305.715.7153
Hastings Tile & Bath/Inalco CEU Program Date: April 21, noon and 5:30 pm.
Location: Architects & Designers Building, 150 East 58th Street, 10th Floor, New York.
Description: These two sessions led by Patti Fasan, CTC, focus on specification and design. Lunch served after the noon event, Spanish tapas and wine served in the evening.
Coverings: The Ultimate Tile & Bath Show Date: April 27-30.
Location: Orange County Convention Center, Orlando, Florida. Booth #1903
Description: Pavilion of Spain visitors will experience sustainable technology and design and diverse architectural solutions, demonstrated by more than 30 Spanish manufacturers.
- Tile of Spain press conference, Wednesday, April 28, noon to 3 pm. Industry report, 2010 trends presentation by Patti Fasan, lunch and booth tours.
- TAU Ceramica/Porcelanatto press conference, Wednesday, April 28 from 3-4 pm. TAU will announce a partnership with prestigious international designer Karim Rashid. Rashid will be present to lend some insight to his design. Booth #1723
AIA National Convention Date: June 10-12
Location: Miami Beach Convention Center, Hall A, booth #571-671
NeoCon Date: June 14-16
Location: Chicago’s Merchandise Mart, booth #7-8086.
The Spanish Ceramic Tile Manufacturer’s Association (ASCER) is the private organization whose primary objective is to support Spain’s ceramic tile manufacturers and the industry as a whole by stewarding and promoting the Tile of Spain brand worldwide. A strong global leader, the ceramic tile industry of Spain comprises 220 manufacturers concentrated primarily in the province of Castellón. For more about tile produced in Spain, contact Tile of Spain Center at the Trade Commission of Spain, 2655 Le Jeune Road, Suite 1114, Coral Gables, FL 33134. Call 305-446-4387 or www.spaintiles.info