Anaheim, Calif.—Through ongoing programs and tactics designed to increase floor-covering awareness, the World Floor Covering Association (WFCA) continues its annual media tours of New York City and Des Moines— homes to key national “shelter” publications and magazines targeted to women.
In addition, for the first time since launching the consumer public relations program, the WFCA will also be including meetings with key press throughout California, including Los Angeles and San Francisco. To prepare for the 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 from around the world to participate in the tours. Making the list were products ranging from 14-Karat gold tiles to a flooring hybrid product that broke ground by introducing a brand new flooring category.
The New York City media tour, which took place on May 4 and 5, included stops at Woman’s Day, Good Housekeeping, Interior Design, Ladies Home Journal, Country Living, Traditional Home, Family Circle, This Old House Magazine, Popular Mechanics, Woman’s Day, Windows, Walls & Floors, House Beautiful, Distinctive Kitchens & Baths and Parents.
Following the New York tour, the team will travel to Des Moines on July 7 to meet with Meredith Publications including: Better Homes & Gardens, Traditional Home Magazine, Renovation Style, Kitchen and Bath Ideas Magazine, Beautiful Homes Magazine, BH&G Creative Collection, Remodeling Ideas, BHG.com, Home Decorating & Design Books, Better Homes and Gardens Special Interest Media, Home Design Magazine, Midwest Living, Before & After Magazine, Meredith Corporation Books, and Decorating Magazine. The California-based press meetings will begin in July and will be ongoing throughout the summer.
“We are continually looking for new opportunities to help educate consumers and raise awareness about flooring,” said Christopher Davis, president & CEO, WFCA. “Our national media tours are a central component to our efforts on this front. The opportunity to sit face to face with the very people that write the articles that our customers read and care about is a priceless one. The fruits of our labors are seen throughout the year and beyond in the form of articles and stories about flooring in the country’s most popular consumer magazines and newspapers.”