Dal-Tile Launches Why Tile Campaign
The campaign is designed to complement the Tile Council of North America’s (TCNA) ongoing Why Tile campaign that promotes the use of tile.
Dal-Tile, a division of Mohawk Industries and parent company of Daltile, Marazzi, and American Olean brands, officially launched its own Why Tile campaign on National Tile Day 2018. The campaign is designed to complement the Tile Council of North America’s (TCNA) ongoing Why Tile campaign that promotes the use of tile. The foundational messaging of the Dal-Tile campaign is presented via a “four Ts” message.
“Communicating the reasons why tile is an excellent flooring choice and how tile stacks up against other flooring categories is an important 2018 goal for our brands,” said April Wilson, director of brand marketing for Dal-Tile. “Along the lines of ‘the four Cs to look for when purchasing a diamond,’ we have created ‘the four Ts’ of tile to help in-store sales reps and consumers clearly understand why tile is such a smart choice for flooring.
“We will feature this messaging in our brands’ POP merchandising, digital endeavors, sales training, and advertising. We want our distributors and retailers to feel equipped to engage in conversations with their customers about the benefits of tile. During the life of our new campaign, we will educate on why tile ‘Sets the Standard’ for flooring.”
The attributes of tile as presented by Daltile, Marazzi, and American Olean’s campaign are:
- Tough—tile is innately durable and resists decades of heavy traffic. It is stainproof, scratchproof, waterproof and fire resistant.
- Timeless—tile offers unlimited color and design selections that transcend styles, as styles come and go. It also provides a way to seamlessly connect indoor and outdoor spaces.
- Trouble-Free—tile is low maintenance and easily cleaned with zero restrictions, and it won’t damage from cleaning services.
- Trustworthy—tile is made from natural materials and returns to natural materials. It is green certified and completely free of any VOCs, PVCs, phthalates, formaldehyde, and other harmful chemicals.