British Ceramic Tile make life look better

With the launch of ‘HD Origin’ marketing campaign

British Ceramic Tile is making life look better for independent retailers with the creation of a new marketing campaign to support the launch of its new HD (High Definition) Origin collection.

The new campaign, which rolls out across independent retailers this month, aims to demystify some of the myths and preconceptions surrounding imitation stone and highlight the many advantages ceramic stone-effect tiles have over their natural counterparts.

Designed to imitate the appearance and intricacies of natural stone, the new HD Origin collection takes stone-effect ceramic tiles to a whole new level of design, making them virtually impossible to distinguish from the real deal, which is the crux of the campaign.

Retailers will be challenged to see whether they can identify the ceramic tile from the natural stone sample through a fun and quirky mailer. Guess correctly and retailers will automatically be entered into the British Ceramic Tile prize draw to win a 37" Samsung HD television.

A full suite of marketing material is also available for retailers, including eye-catching point of sale strut cards designed to highlight the ‘life looks better in HD’ message to consumers, an A4 leaflet showcasing the full collection, together with stunning lifestyle photography, trade advertising and a consumer PR campaign, which will again focus on the cost and time saving benefits of choosing stone-effect ceramic tiles.

British Ceramic Tile’s Product Manager Jayne Adamson, said: "Stone-effect tiles have been in the market for a while now, but with the launch of HD Origin we are aiming to raise the bar in terms of design and manufacture, while also educating consumers about the many benefits they offer through a strong marketing campaign in-store and above the line communications.

"The launch, especially the prize draw, was created to provide our independent retailers with some theatre and fun to celebrate the collection coming to market. We look forward to plenty of entries for the prize draw and making life look better in HD for one retailer."

Retailers should contact their Area Sales Managers for further details of the promotion or call British Ceramic tile on 0845 6187 148.

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