Mohawk’s License to Spill campaign a finalist for Sabre PR award

HomeNewsMohawk’s License to Spill campaign a finalist for Sabre PR award

Calhoun, Ga. – Mohawk’s “License to Spill” campaign, a year-long campaign of onsite demonstrations to showcase the cleanability of Mohawk’s SmartStrand carpet, was named a finalist for the prestigious Sabre public relations award.

The Sabre organization is said to be the largest awards competition for the public relations industry.

Mohawk is a finalist in the Home and Furnishings category for License to Spill, an interactive coast-to-coast tour in collaboration with the nationally syndicated The Better Show.

“It is an extraordinary achievement to be selected as a finalist for the most prestigious award in the public relations industry,” said Elise Demboski, vice president of creative services at Mohawk.

Mohawk and The Better Show traveled the country from March –November 2013, bringing License to Spill to festivals in Boston, Atlanta, Hilton Head, Chicago, Philadelphia, Denver, Portland, Seattle, Los Angeles, Las Vegas and Phoenix.

Festival goers across the country were invited to spill normally tough stain-producing agents such as chocolate, soy sauce and red wine on SmartStrand carpet—and then clean it with just water. On-site celebrity designers and Mohawk spokespersons addressed flooring or design questions, and Mohawk’s License to Spill team, along with the co-hosts of Better Show, provided coverage of all the mess-making. Better Show also hosted an event recap at every stop, which broadcast in 170 markets and reached more than 1 million viewers per show.

Additionally, Mohawk hosted two successful Twitter parties–which trended at a national and global level–and worked with top-tier bloggers to spread the word in the digital space. The tour resulted in phenomenal exposure for SmartStrand and Mohawk, the company said. Local retailers also joined in by hosting their own License to Spill events, which successfully increased sales.


Must Read

Mohawk adds 11 new styles to EverStrand

Calhoun, Ga.—Mohawk is adding 11 new styles to its EverStrand line and launching a brand-new marketing campaign to help retailers target style-driven and...

Coverings previews 2024 tile trends

Atlanta—Coverings, North America’s largest and premier international tile and stone exhibition and conference, has unveiled the top tile trends for 2024 in celebration...

Mills tout latest pet-proof products

The pet-friendly carpet movement is increasingly targeting the millennial customer, which statistics show has the greatest buying power of any demographic—and loves its pets...

Countdown to Fuse Alliance 2024

Phoenix, Ariz.—Excitement is building for the upcoming Fuse Alliance annual conference, set to place here from March 3-5. The theme of this  year's event,...

Cali launches Whiskey & Wine hardwood collection

San Diego, Calif.—Cali launches its latest hardwood collection, Whiskey & Wine. Made in the USA, the new offering presents a range of premium engineered...

Wood: There’s nothing like the real thing

When debating the merits of real hardwood vs. today’s incredibly realistic look-alike products, wood flooring enthusiasts often cite a familiar irony: the vast...
Some text some message..