Armstrong Flooring launches new consumer campaign

Home News Armstrong Flooring launches new consumer campaign

Lancaster, Pa.—Armstrong Flooring announced the launch of a new consumer campaign, “The Floor is Yours,” kicking off a multi-year effort to bring the Armstrong story to life to a new generation of floor buyers and drive shoppers into independent flooring retailers nationwide.

The company is stepping out of what’s expected in the flooring category and delivering something eye-catching and fun to drive brand preference and deliver qualified traffic to its dealers. Using a combination of paid, owned and earned media, Armstrong Flooring’s campaign, which debuts Sept. 18, is leveraging the power of up-and-coming influencers from seemingly divergent parts of life —Martha King, world champion chopper; Nastasya Generalova, U.S. national rhythmic gymnast; and Yolo Ono, DJ and tastemaker. Each one of these star performers helps to personify the Armstrong brand through a unique perspective, representing standout and award-winning products.

“The Floor is Yours campaign is unlike any other initiative in our category,” said Ebeth Pitman, director of brand marketing. “It is full of scenarios that strike a chord with consumers and retailers, to bring out the most important aspect of any flooring purchase: the seamless blending of beauty, outstanding performance and the consumer’s individuality.”

The three star performers represent excellence, each in her own way:

  • Martha King represents the tough, long-lasting and beautiful qualities of Armstrong hardwoods.
  • Nastasya Generalova represents Alterna engineered stone, showcasing its warm to the touch, flexible, strong and elegant qualities.
  • DJ Yolo Ono represents the fresh, modern, innovative and stylish qualities of LVT and vinyl sheet with Diamond 10 technology.

One of the most exciting components of The Floor is Yours campaign includes a partnership with HGTV, which will help the company capture 64 million impressions over an eight-week period and will include 30 second television ads on HGTV, digital advertising, an Armstrong Flooring hub on hgtv.com and social videos which HGTV will promote on its Facebook page.

The campaign is integrated with a promotion for Elevate retailers called “The New Look of Tough,” which also kicks off Sept. 18. Tools include a campaign toolbox for retailers large and small including video, social content, photography, merchandising, brochures and more.

Must Read

Armstrong announces another round of price hikes

LANCASTER, Pa. – Following on the heels of its previous price increases that took effect Aug. 15, Armstrong Flooring announced it will raise prices...

Mohawk Group signs Climate Pledge

CALHOUN, Ga.—Mohawk Group signed the Climate Pledge, a sustainability-driven effort originally co-founded by Amazon and Global Optimism in 2019. Mohawk Group joined over 200...

Installation: Merits of underlayment + attached pad

By K.J. Quinn—A common theme for innovation in most industries is “better, faster, cheaper,” and flooring installation is no different. An ongoing debate is...

Carpet: Dealers pick their star performers

By Ken Ryan—There are so many reasons why flooring retailers gravitate to carpet. For starters, carpet offers good margins, can be easily installed and...

Daltile unveils Scripter collection

Dallas, Texas—Daltile launched its new Scripter collection of glazed porcelain tiles featuring StepWise Technology. StepWise is said to provide 50% more slip-resistance than traditional...

Crossville introduces TilePlanner app

Crossville, Tennessee—Crossville has introduced Crossville TilePlanner. The web-based, interactive application allows users to design and plan tile surfaces as well as furniture placement in...
Some text some message..
X