DDB Public Relations was hired as the North American communications partner for the Portuguese Cork Association (APCOR) to raise awareness and demand for cork flooring.
The PR firm is launching a multi-channel communications campaign, involving a media relations and social media program, website optimization and point-of-purchase retail program. The campaign aims to inform consumers, design influencers, media and retailers about the “eco-chic” design opportunities and advantages that cork flooring provide.
Martine Lévy, managing director at DDB Public Relations, said the agency will work with trusted designers in Canada and the U.S. who can speak to the design possibilities of Portuguese cork on behalf of APCOR.
“Portuguese cork flooring has many eco-benefits. For example, cork is a renewable, environmentally sustainable resource… However, most consumers buy cork flooring for its high design value,” said Lévy. “So we will be sharing those designs with consumers in an unexpected, wow-worthy way.”
APCOR selected DDB PR following a review that saw 17 agencies in Canada and the U.S. competing for the business. In 2010, APCOR and DDB PR partnered on an 18-month communications program that delivered a 10% increase in Portuguese cork flooring sales across North America, according to DDB.
“DDB PR’s home décor and design credentials and proven business-building track record are very impressive, and we felt their creative approach with this program is just what we need to create buzz in the marketplace,” said Steve Caldow, product manager, Shnier, and North American committee member of APCOR, in a release. “We are looking forward to partnering with them again to re-invigorate this flooring category in North America.”
