The Brief

Bruce Hardwood floors is the largest manufacturer of hardwood flooring in the USA. They came to The White Room to help build their brand within the UK. Hardwood flooring was more popular in the States with many homes fitting hardwood floors as standard. However, their marketing style and photography did not suite the UK audience who viewed hardwood flooring as a premium product. The White Room created a campaign that positioned Bruce at the higher end of the flooring market, generating sales and business enquiries.

Creative

Stylish ads were created that would appeal to people who desired a premium product. It is very difficult to see in a photo whether the floor is solid wood or a printed laminated wood design. The advertising campaign created linked fashion to flooring with a stylish set and the headline ‘Floor Couture’.

Advertising

The Media was placed in leading home interest magazines. The campaign built up strong brand awareness with consumers and the trade. The client saw increased sales of the flooring featured in the ads. Bruce benefited from trade recognition with retailers and distributors contacting them directly with stocking enquires.

Public Relations

The White Room worked on positioning Bruce within the homes and interior media. Using our press contacts, we got Bruce placed in many wood features and photography makeovers.


For information on how The White Room can develop a brand and marketing strategy to suit your brand, call Colin Long on 01892 511867 or alternatively click here.