Wallcovering industry unrolls new PR patterns

Britain’s wallpaper industry has launched a generic promotional campaign to raise awareness of wallcoverings.

Britain’s wallpaper industry has launched a generic promotional

campaign to raise awareness of wallcoverings.



The campaign follows a pounds 50,000 consumer research project

commissioned by the Wallcovering Manufacturers Association, which

represents 90 per cent of manufacturers.



PR for the campaign, which has a pounds 100,000 budget, is being handled

by Skipton-based agency Alexander King.



Targeting a broadbased audience, the campaign is intended to attract

coverage from the regional news press as well as from more traditional

areas like the home interest press.



Jessica Alexander of Alexander King said: ’People want to decorate and

are hungry for information and advice. We want to get across how much

wallpaper has progressed in the last few years.’



The research found that 31 per cent of people are ’dedicated decorators’

and 21 per cent are ’hugely houseproud’.



Terry Langstroth, chairman of the WMA marketing committee said: ’What

has emerged is the need for a trigger or incentive to decorate. Once

people start wallpapering, the evidence suggests they get a huge amount

of satisfaction from the task. Our strategy is simple - to tell people

that wallpapering is easy, fashionable and stylish and one of the most

cost-effective ways of transforming a room.’



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