Armstrong Flooring (Lancaster, Pa.) launched a new consumer campaign, “The Floor is Yours,” to bring its products in front of a new generation of floor buyers.
The campaign revolves around three up-and-coming influencers, World Champion Chopper Martha King, who represents Armstrong hardwoods; U.S. National Rythmic Gymnast Nastasya Generalova, who represents engineered stone; and DJ Yolo Ono, who represents LVT and vinyl sheet.
"‘The Floor is Yours’ campaign is unlike any other initiative in our category; 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,” said Director of Brand Marketing Ebeth Pitman in a statement.
The campaign also includes a partnership with HGTV, which will help the company achieve 64 million impressions over an eight-week period and include 30-second TV ads, digital advertising, an Armstrong Flooring hub on HGTV.com, and social videos that HGTV will promote on its Facebook page.
