KBzine: the original kitchen and bathroom industry e-news - since 2002
30th June 2020
We strongly recommend viewing KBzine full size in your web browser. Click our masthead above to visit our website version.
Congratulations to British Ceramic Tile on another Award win!
British Ceramic Tile is celebrating picking up a prestigious industry award for its National Tile Week campaign. The company received the hotly contested excellence in marketing award at the Tile Association (TTA) Awards where manufacturers and suppliers from across the industry came together to celebrate a successful 2017.
The number and standard of award entries was exceptionally high for the TTA awards, with British Ceramic Tile also shortlisted in the best wall tile of the year category.
On winning the award, Jayne Adamson, the company's head of retail and marketing, commented: "To be named best in class in your category by peers in the industry is a real honour for the business. National Tile Week is a celebration of tiles, not just from a product point of view but everyone who works within the industry from tilers and fixers through to retailers and manufacturers.
"2017 was bigger and better than planned, with the highlight being the vast number of retailers involved and our beautiful gold throne which made it on to TV. National Tile Week is a great initiative to drive sales in stores. It returned this year successfully and will be back again in 2019 with even more ideas to keep tiles firmly on the map."
British Ceramic Tile is the main sponsor of National Tile Week, created to celebrate the best of design and manufacture. Back for the second year running in 2017, the week was a huge success with national and independent retailers, delivering increased tile sales over the double Easter bank holiday weekend.
In 2016 60 retailers were involved in the campaign, this increased to over 300 participating partners in 2017, including 120 Tile Giant stores. Retailers were given a range of exclusive discounts and promotions from British Ceramic Tile for the duration of the week, as well as promotional materials to use in store, offering advice and guidance from DIY expert, Julia Kendell who fronted the campaign.
The week started off with a pop-up event in Covent Garden hosted by Julia Kendell, known for her work on DIY SOS and 60 Minute Makeover. The aim of the event was to show consumers, press and retailers the endless design possibilities with tiles through a number of bespoke benches and a golden throne designed by Julia and dropped throughout London as a guerilla marketing stunt.
National Tile Week resulted in the company's biggest sales month for the year, and 30 pieces of coverage in high tier consumer and trade titles, with a reach of over 5.5 million people with the gold throne appearing on ITV's This Morning.
25th May 2018