Table of Contents 6 2012 OVATION Awards Winning Entries

durability. Because cork flooring 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 eco‐focused 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 high‐profile 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 North 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.
Stakeholder relations activities 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