Anaheim, Calif.—The World Floor Covering Association (WFCA) continues reaching out to target consumers through its annual media tour. This year 
highlighted visits to New York City and Des Moines, the homes of key, national, shelter publications and magazines targeted to women.
For the 2010 tours, WFCA trend scouts selected innovative new products that launched at the Surfaces tradeshow in February to share with magazine editors. In total, the WFCA contacted over thirty Surfaces exhibitors with products ranging from self-cleaning porcelain tiles to scratch, scuff and stain resistant hardwoods to participate in the tour.
The New York City media tour, which took place on May 5th and 6th, included stops at 13 different magazines while the tour in Iowa on July 20th involved meetings with 16 publications, among which was the WFCA’s own Beautiful Flooring.
So far, reception from the media sources in New York City has been exceedingly positive, with stories planning to appear in Good Housekeeping, Distinctive Kitchen & Bath Ideas, Country Accents, This Old House, Better Homes & Gardens Renovation Style and Woman’s Day Windows Walls & Floors.
“These media tours are a critical component of our consumer program and they serve a very important objective for the industry,” said Chris Davis, president & CEO, WFCA. “They allow us to enhance our existing relationships with key consumer press; position ourselves as the unbiased, credible resource for any and all information on flooring; and offer multiple and ongoing consumer press opportunities to our manufacturer and distributor members. All of this translates into increased awareness and sales.”
For more information, visit wfca.org.