Project DescriptionNational Tile Week 2017
Remit: Raise the profile of the British Ceramic Tile brand and put tiles firmly on the map when it comes to versatile interior design.
Approach: A central London campaign, the team organised the production of 5 eye-catching benches to show the versatility of tiles, and their purpose as more than just a floor covering. A pop up shop in Covent Garden opened to press and public to showcase the tiled benches, alongside a series of upcycling projects and guest talks to highlight hot trends in interiors. Celebrity partnership with DIY SOS’s Julia Kendell put a face to the campaign, helped to raise its profile and helped attract national, consumer and trade coverage. Benches were then placed in high traffic areas around London to continue to generate awareness and push national competition, whereby the public were encouraged to Tweet #NationalTileWeek for the chance to win an exclusive trip.
Results: 25 pieces of online and print coverage, with the golden throne being used as a set prop on This Morning.
The overall campaign reached an audience of 3,107,999
British Ceramic Tile