Back for a second year, National Tile Week has seen success with national and independent retailers, supporting tile sales over the double Easter bank holiday weekends.
Backed by British Ceramic Tile and Tile Giant, the campaign took a stronger consumer approach than last year, but still focused on driving tile sales during the peak DIY trading period.
This year saw an impressive increase in the number of retailers involved with the campaign climbing from 60 in 2016 to over 300 participating partners, including over 100 Tile Giant stores. Retailers were given a range of exclusive promotions and discounts from British Ceramic Tile for duration of the campaign, as well as promotional materials to use in store, offering advice and guidance from DIY expert, Julia Kendell (above) who fronted the campaign.
Retailer specific events were held nationally throughout the week at British Ceramic Tile establishments, with one at the company’s London Hub in Clerkenwell and one at the Northern Hub in Bradford.
Kendell made an appearance at the London Hub, to discuss tiling trends and how these are influencing the specification markets, from retailers, through to architects and designers.
National Tile Week also aimed to bust some myths about the complexity of tiles and provide practical tips, making DIY projects easier than ever before.
Kendell, best known for her work on DIY SOS and 60 Minute Makeover, promoted tiles as a surface covering and explained how best to use tiles in the home.
“I’m a huge advocate of tiles as they are virtually indestructible and brilliantly practical in the home. Hygienic and easy to clean, they will take all the knocks that day–to-day life can throw at them, making them a superior surface material,” explains Kendell. “National Tile Week is a great opportunity to focus on and celebrate tiles in all their colourful glory! It’s a great way to inspire creativity and illustrate the many ways they can be used around the home to create beautiful and unique interiors.”
The celebrations kicked off at a pop up event in Covent Garden held on Monday 10th April. Consumers and the media were invited to visit the National Tile Week shop to discover more about how British design and manufacture are leading the way when it comes to interiors, and how best to use tiles across walls and floors.
Visitors were inspired by a range of upcycling projects, including distressed furniture reinvented and brought back to life through tiles.
Kendell was available throughout the afternoon for a Q&A, with British-themed goody bags given away during the course of the day.
National Tile Week also give one lucky family the chance to win a very British trip to London, including accommodation and tickets to a featured exhibition at the V&A Museum.
British Ceramic Tile’s Marketing Manager Jayne Adamson comments: “Britain is a powerhouse when it comes to design and manufacture. From fashion through to interiors, British design is leading the way, delivering jobs and economic growth for manufacturers and retailers. By supporting National Tile Week we hope to fly the flag for British manufacturers and encourage everyone to celebrate and explore the world of tiles.
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