Table of Contents 6 2012 OVATION Awards Winning Entries

offers both infinite design possibilities and environmental superiority, the agency created an
overarching ‘Eco‐Chic’ theme – representing the possibility of living a greener lifestyle while still
displaying a wonderful sense of style.
The agency utilized both online and offline channels to drive consumer consideration for cork flooring,
to create talk value and buy‐in among key purchase influencers, and to educate and inspire retailers to
validate consumer interest in cork flooring. The campaign strategy included first and foremost,
launching the ‘Real Cork Floors’ campaign to media via an inspirational and educational mobile ‘cork
flooring showroom’ – The Décor(k) Tour – where they could learn the rich history of Portuguese cork as
well as touch, feel and see cork flooring in action. To enhance design credibility, Candice Olson, celebrity
designer and host of HGTV’s Divine Design and Candice Tells All, was commissioned to design and build
six unique rooms that were integral to the mobile space. For consistent and continuous messaging, this
mobile showroom also targeted design influencers and retailers via stops at home decor, and ecofocused
consumer and trade shows, and flooring retailers across North America. Other core media
relations program elements included: a media familiarization trip to Portugal during the cork harvest
season, ongoing cork flooring press office, and product seeding, makeovers and placements at highprofile
events. These particular media relations activities all helped to drive key messaging, encourage
buzz and discussion on cork flooring among target audiences. Social media seeding, a comprehensive
retailer training program, a dedicated ‘Real Cork Floors’ campaign website and print advertising placed
in top North American flooring trade publications during key buying periods rounded out the integrated
communications campaign.
The 2010/2011 APCOR ‘Real Cork Floors’ Campaign consisted of the following tactical elements:
1) The Décor(k) Tour: An awe‐inspiring, interactive 53‐foot mobile exhibit that showcased the history
and beauty of Portuguese cork flooring as envisioned by celebrity designer, Candice Olson. Debuting at a
media launch event in New York City in September 2010, the Décor(k) mobile showroom travelled
across Nort America, stopping in 13 key cities including Atlanta, Boston, Las Vegas, Los Angeles and
Toronto, inspiring and educating home décor/design media as well as consumers, influencers and
stakeholders.
2) Media Relations: Kicking off with a Media Fam Trip to Portugal during the summer cork harvest
season, the media relations program also included a Satellite Media Tour with design expert Stephen
Whittle and community releases focusing on a variety of strategic story angles, such as ‘On the Floor
Living’, which highlighted the importance of flooring choice due to the amount of time families spend
‘living’ on their floors. Ongoing story angles highlighted the ‘eco‐chic’ qualities of cork flooring, helping
to further educate design media and influencers and ultimately the end consumer.
3) Product Placements & Makeovers: The APCOR News Bureau pursued a variety of projects to promote
cork flooring among multiple audiences including key product placement opportunities with high profile
media designers and influencers such as California‐based interior designer Zem Joaquin and design
media expert, Courtney Cachet. Cork flooring was also featured in the Destination: Portugal Exhibition at
the Museum of Modern Art (MoMA) in New York, Diego Binetti Fall/Winter 2011 Show at New York
Fashion Week and the Cork Design Innovators Exhibit at New York Design Week and the Modern Living
Showhouse at Dwell on Design. Television shows such as HGTV’s For Rent and DIY Network’s MEGA
DENS signed up to feature cork flooring as a viable design option for filmed makeovers. In total, over 15
individual product placement or media makeover opportunities were secured.
4) Stakeholder relations: Focused on inspiration, education and validation, and included a
comprehensive Retailer Training Program consisting of online and offline eLearning tools such as videos,
worksheets, presentations and a series of training webinars designed for affiliate company sales forces
and cork flooring retailers. Additional elements included trade print advertising, a highly visual,