The Brief

The White Room has worked with Topps Tiles, Britain's largest tile and flooring specialist group, since the beginning of 2009. At the onset of our campaign, many consumers were aware of the brand but were unaware of the range of products available and the quality tiles on offer. Topps Tiles lacked brand recognition, whilst misconceptions, negative reactions and a general lack of interest in Topps Tiles product ranges were evident from the media.

Our objective was to re-position Topps Tiles as a leading tile expert within the market, stocking a huge range of tiles at affordable prices. We dedicated our efforts to altering the perception of the Topps Tiles brand to a positive one, with an effective marketing campaign that incorporated new room set photography and a successful ongoing repositioning within the market, through consistent lifestyle and home interiors PR as well as other communication channels. The White Room has developed the brand for Topps Tiles through the following areas of communication:

Brochures

The design and creation of a new lifestyle brochure. Featuring image led covers, strong visuals and product content, the brochure includes inspirational double page 'Style Guide' spreads scattered throughout. Designed to group tiling areas together for readers ease, each brochure showcases a diverse selection of tiles for walls, floors and other surfaces. The White Room has developed a brochure style that offers fresh interior trend ideas for a broad raft of tastes, showing how tiling can be used in today's homes.

Website

The White Room has worked on the development and creative of the Topps Tiles website, producing various impacting design styles for different sections within the site.

Advertising

An advertising campaign has been has been developed to promote the extensive range of tiles available at Topps Tiles. Full-page adverts have been designed to run through a selection of home interior magazines and weekend supplements. Each advertisement incorporates a selection of tile lifestyle images that reflect popular trends and styles within home interiors. These adverts have been designed to inform readers that Topps Tiles offer tiles to suit every taste and all interior schemes.

PR

An effective marketing campaign has been developed, incorporating new room set photography and a successful ongoing repositioning within the market through lifestyle and home interiors PR. Since working with us, Topps Tiles has transformed their image, reputation and credibility and the brand is now being acknowledged for an affordable variation of quality products and excellent customer service. Now highly sourced in tile features, makeovers and news stories in every homes and interiors publication, the media coverage achieved is a true representation of the brands altered image, in particular Topps Tiles' inclusion within The World of Interiors. Continuous development has enabled the brand to target all consumers within their target market as well as ensure the high quality product variation is effectively portrayed.

PR Press Pack Teaser

Designed to make an impact with the media, The White Room created an effective teaser press pack for the launch of the Topps Tiles brochure. The new brochure was revealed to the homes and interiors press with a teaser 'Style Guide' mailer that was sent to 200 key editors and journalists. Combining strong interior styles with the use of stunning new photography, the packs were deliberately sent anonymously exempt from any Topps Tiles branding which kept the media guessing where the tile ranges were from. A second pack followed a few days later, which contained the new brochure, along with a letter to introduce the brochure. Generating a phenomenal response, the media were shocked that the Style Guides were from Topps Tiles. Resulting in fantastic coverage, our PR team was bombarded with over 20 requests from leading titles within the first 7 days alone after the mailer was sent.

Photography

Photography has played a key part in the brand building process for Topps Tiles. Through the creation of inspiring new lifestyle images that reflect current interior styles and trends, The White Room has helped to shape the way in which Topps Tiles are seen across all communications.

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.

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To find out more call 01892 511867 or email us.