Posted on

Armstrong Flooring launches new consumer campaign

AFI StarPerformer_Martha KingLancaster, Pa.—Armstrong Flooring announced the launch of a new consumer campaign, “The Floor is Yours,” kicking off a multi-year effort to bring the Armstrong story to life to a new generation of floor buyers and drive shoppers into independent flooring retailers nationwide.

The company is stepping out of what’s expected in the flooring category and delivering something eye-catching and fun to drive brand preference and deliver qualified traffic to its dealers. Using a combination of paid, owned and earned media, Armstrong Flooring’s campaign, which debuts Sept. 18, is leveraging the power of up-and-coming influencers from seemingly divergent parts of life —Martha King, world champion chopper; Nastasya AFI StarPerformer_Nastasya GeneralovaGeneralova, U.S. national rhythmic gymnast; and Yolo Ono, DJ and tastemaker. Each one of these star performers helps to personify the Armstrong brand through a unique perspective, representing standout and award-winning products.

“The Floor is Yours campaign is unlike any other initiative in our category,” said Ebeth Pitman, director of brand marketing. “It is full of scenarios that strike a chord with consumers and retailers, to bring out the most important aspect of any flooring purchase: the seamless blending of beauty, outstanding performance and the consumer’s individuality.”

The three star performers represent excellence, each in her own way:

  • Martha King represents the tough, long-lasting and beautiful qualities of Armstrong hardwoods.
  • Nastasya Generalova represents Alterna engineered stone, showcasing its warm to the touch, flexible, strong and elegant qualities.
  • DJ Yolo Ono represents the fresh, modern, innovative and stylish qualities of LVT and vinyl sheet with Diamond 10 technology.AFI StarPerformer_Yolo Ono

One of the most exciting components of The Floor is Yours campaign includes a partnership with HGTV, which will help the company capture 64 million impressions over an eight-week period and will include 30 second television ads on HGTV, digital advertising, an Armstrong Flooring hub on hgtv.com and social videos which HGTV will promote on its Facebook page.

The campaign is integrated with a promotion for Elevate retailers called “The New Look of Tough,” which also kicks off Sept. 18. Tools include a campaign toolbox for retailers large and small including video, social content, photography, merchandising, brochures and more.

Posted on

Crossville tile collections featured in Dallas Decorators Showhouse

Showhome_Air_Flyer_listCrossville, Tenn.—Crossville is participating in the Dallas Decorators Showhouse as a tile supplier and corporate sponsor. This luxury property, presented by Traditional Home, Marina Bay Development, and HGTV personality Donna Moss, is a 7,900 square-foot home located in Southlake, Texas. A portion of proceeds from tour ticket sales and the sale of the home will benefit the Alzheimer’s Association.

The showhouse will debut at an invitation-only opening gala on Sept. 23. The public may purchase tickets to tour the home, with daily viewings offered from Sept. 24 through Oct. 22.

The home, designed by Moss, features a master suite, guest suite, three additional bedrooms each with private bathrooms and an additional powder room. Other interior spaces include a family room, dining room, wine room, game room and a safe room. Crossville tile products are incorporated prominently throughout.

The exterior of the Moroccan modern-style dwelling showcases natural stone and stucco finishes, with iron detailing on the doors, windows and lighting. In addition, the home has two separate two-car garages for his and her parking, as well as a pool and three courtyards.

For more information, visit: dallasshowhouse.com.

Posted on

Mullican Flooring to be featured on HGTV’s “Brothers Take New Orleans”

screen-shot-2016-11-28-at-1-01-01-pmJohnson City, Tenn.—Mullican Flooring has partnered with Scott Brothers Entertainment as the exclusive hardwood flooring provider for their newest HGTV show, “Brothers Take New Orleans,” which debuted on Nov. 23. The next episode will air at 10 p.m. on Nov. 30.

“Brothers Take New Orleans” is a new four-episode series featuring twin brothers, business partners and co-stars Drew and Jonathan Scott. The new show shadows the duo as they challenge one another to a residential renovation competition on a dilapidated two-unit, double-shot gun home in New Orleans, La., that suffered extensive storm damage from Hurricane Katrina. With a timeline of four weeks and a budget of $100,000, the duo will compete to restore the historical home to its original beauty.

“Mullican Flooring is delighted to extend our partnership with HGTV to this new series,” said Neil Poland, president of the Johnson City, Tenn.-based company. “We are honored to participate in the ongoing, positive transformation of the New Orleans community. Mullican has a history of assisting communities with their relief and rebuild efforts following a catastrophe, and we’re pleased to play a role in the continued rebuilding of this extraordinary city.”

The show’s first episode, “Welcome to The Big Easy,” features a residential renovation project that includes the installation of engineered hardwood flooring from Mullican’s new Mount Castle collection. On Jonathan’s 1,298-square foot side of the home, viewers are introduced to the 9/16-inch thick Mount Castle Oak Ivory, while Drew’s 1,227-square foot portion features the 5/8-inch thick Mount Castle Oak Natural.

Visit www.hgtv.com/shows/brothers-take-new-orleans for more information about “Brothers Take New Orleans.”

 

Posted on

Mullican partners with HGTV's ‘Property Brothers’

mullican 30thJohnson City, Tenn.—Mullican Flooring is partnering with HGTV’s top-rated show, “Property Brothers,” as the exclusive provider of hardwood flooring for its upcoming season, scheduled to premiere later this month. Mullican also provided products from several of its solid and engineered flooring collections for seven episodes of the popular show’s fourth season last year.

According to company statements, HGTV was a top-10 cable network last season among viewers ages 25 to 54, drawing an average of more than 18 million primetime viewers each week. “Property Brothers” has ranked as one of the network’s most-watched programs since the show’s 2011 premiere.

“Our diverse product lines, which offer selections ranging from wide widths and longer lengths to textured surfaces and exciting new colors, ensure that designers and homeowners alike can choose flooring that perfectly suits their projects and personal tastes,” said Neil Poland, president, Mullican.

Posted on

2015 HGTV Smart Home features Shaw flooring innovations

By Jenna Lippin

sh2015_master-bedroom_01_hero-shot_v.jpg.rend.hgtvcom.1280.1792Austin, Texas—As a longtime flooring sponsor of HGTV’s Smart Home—previously known as the Green Home—Shaw Floors has made a commitment to providing the best looking, “smartest” innovations for the project. This year’s home, located in the Zilker Park area here, is approximately 2,300 square feet with three bedrooms and three bathrooms. Shaw is the exclusive provider of flooring for the Smart Home, which features both hard and soft surface products from the company.

“We of course love working with Shaw and all the research they put behind their products, from Epic Hardwood floors—which we’ve used for a long time and know the green qualities of—to the smart features of LifeGuard backing on the carpet in the kids’ room,” said Jack Thomasson, home planner. “A lot of [Shaw floors’] features make them wise choices for this house.”

The designer of the Smart Home, Linda Woodrum, added, “There has always been such positive energy working with Shaw. I think the building blocks that Shaw offers us are part of the whole success [of the Smart Home]. I’m very much an advocate of ‘it starts with the floors’; I will always say that. If you skimp at that level you will spend the rest of your time band-aiding.”

Woodrum said she and the home collaborators wanted to bring the spirit of Texas into the space, but with a universal appeal so that someone from anywhere in the country would feel at home there. “It’s about the West, it’s about ranches, but also we have this universal appeal that has to still be kind of urban and hip. That’s downstairs when you walk in the door. But it has to appeal to someone from California or New England, too. You can say, ‘Wow, when I walk into the door not only do I love the room but I want to live here,’ no matter where you’re from. That’s always the goal.”

According to Heather Yamada, Shaw’s director of consumer marketing and merchandising, the company was particularly proud of its innovations in the Smart Home “that are exclusive to the industry” such as Life Happens carpet and the recently released Floorte resilient flooring, featured in the Smart Home’s laundry room.

The best part? The fully furnished 2015 HGTV Smart Home is up for grabs. The Giveaway sweepstakes began April 15 and runs through June 2. One person will win the grand prize worth over $1 million along with the 2015 Mercedes Benz C Class currently parked in the house’s garage and $100,000 provided by mortgage lender Quicken Loans. Contestants can enter twice daily at HGTV.com Additional information on the 2015 Smart Home, including a virtual tour, is available at hgtv.com/smart.

Posted on

Shaw featured in HGTV Smart Home 2014

HGTV Smart Home 2014 Great RoomDalton — Shaw Floors said it is the exclusive flooring provider as well as a sponsor of the HGTV Smart Home Giveaway 2014, which began April 15. Shaw, which has been the HGTV Smart Home flooring partner since 2008, provided more than 15 engineered hardwood, carpet, area rugs and tile products for this year’s home located in the Green Hills area of Nashville, Tenn.

According to the company, the English Cottage style HGTV Smart Home 2014, which emphasizes energy-saving features and green living along with the latest developments in home technology, includes:

– Epic Hardwood in Smart Style, color Balance.

– Caress by Shaw carpet in style Cashmere II, and color Alaskan Musk.

– Mosaic accent tile from the Boca collection, in basketweave and hexagon patterns along with a corresponding pencil liner trim.

A complete listing of products installed in the HGTV Smart Home can be found on the Shaw Floors website.

Many of the Shaw Floors products installed in the HGTV Smart Home are part of the HGTV HOME Flooring by Shaw collection, which features an expansive array of beautifully designed, high quality flooring from two trusted and well-recognized home brands – HGTV HOME and Shaw.

“The HGTV Smart Home showcases Shaw’s wide variety of flooring and accent tile collections in an impeccably designed home,” said Heather Yamada, Shaw Floors director of consumer marketing and merchandising. “Not only does one winner get to experience the warmth and comforts of home that our products help create, but the home provides inspiration for millions of homeowners who tour the home virtually via HGTV’s television broadcasts and its website.”

The HGTV Smart Home 2014 Giveaway opened for entries at 9 a.m. ET on April 15 and runs through 5 p.m. ET on June 9. During the giveaway period, eligible viewers can enter twice per day online: once at HGTV.com and once at HGTVRemodels.com, and can sign up for daily email reminders. HGTV Facebook and Twitter fans (#HGTVSmart) can check in for ongoing updates and new details. Fans can visit HGTV.com/smart for a virtual tour of the home and complete official rules.

Posted on

Daltile featured on HGTV's 'Property Brothers'

Screen Shot 2014-03-06 at 3.30.35 PMDallas—Daltile has signed on as tile provider for the upcoming season of HGTV’s series “Property Brothers.”

The show’s hosts, Drew and Jonathan Scott, help couples find, buy and transform extreme fixer-uppers. 

In each episode, the brothers must convince hesitant homebuyers to take radical risks to complete their ambitious projects on time and on budget.

The new season of “Property Brothers” airs Wednesday, March 12 at 9 p.m.

Posted on

Daltile products featured on HGTV

DaltileAn assortment of Daltile products was recently featured in three back-to-back episodes of HGTV’s hit shows, “Elbow Room” and “Property Brothers.”

On the first episode of  “Elbow Room,” host Chip Wade built an industrial inspired kitchen using concrete, metal and glass. Daltile’s Glass Reflections Glass, Metal & Decorative Accents helped transform the space. In the second episode, Daltile’s Metallica Glass, Metal & Decorative Accents helped breathe life into an old storage room turned resort-like oasis for entertaining. Continue reading Daltile products featured on HGTV

Posted on

HGTV displays Pop-Up Showroom beginning May 1

New York, N.Y.—HGTV HOME products, the smart and stylish home product collections created by the lifestyle experts at HGTV, will be on display in HGTV HOME Pop-Up Showroom inside top malls across the country from May to January. The 3,000 sq. ft. showrooms will offer shoppers an up-close look at the breadth and diversity of products in the collections, including paint, flooring, furniture, lighting, plants and more. In addition, visitors can meet the network’s star designers, including Vern Yip, at designated showroom locations, as well as enter to win $5,000 in the HGTV HOME Cash Giveaway. Continue reading HGTV displays Pop-Up Showroom beginning May 1

Posted on

More exhibitors, education in store for Wood Expo

HGTV’s “Cousins on Call” stars John Colaneri, left, and Anthony Carrino will address wood trends when they host the Expo’s Award Luncheon.

By Matthew Spieler

Volume 26/Number 22; March 18/25, 2013

St. Louis—Anyone wondering whether the wood flooring industry is recovering from the recession needn’t look any further than the upcoming Wood Floor Expo by the National Wood Flooring Association (NWFA). Set for April 2 to 5 in Dallas, the show is projected to have more exhibitors, more attendees and more educational opportunities than years past.

Last year’s Expo was recognized as one of the 50 fastest-growing shows in 2012 by Trade Show Executive (TSE), qualifying in all three categories—Net Square Feet of Exhibit Space, Number of Exhibiting Companies and Total Attendance. Continue reading More exhibitors, education in store for Wood Expo