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.’