"It's a strong statement," said David Portales, Promotions Director for ASCER. "But, we're confident that Spanish tile is the ceramic of choice because of our manufacturers' modern designs, boundless creativity, constant technological strides and firm commitment to the environment. In those regards, we feel this campaign says it all."

Officially unveiled at Cevisama in February, the campaign will be showcased in all Tile of Spain collateral materials, premiums and booth design at Coverings and other 2010 events. Also prevalent in print and digital advertising, the campaign is supported by four ads that will run in multiple trade and B2B publications over the course of the year. Each ad touts a different industry focus of the Spanish sector. "Not Only Design," "It's Time for Innovation," "All Power to Technology" and "Now . . . Ecology." The headline is then answered with the definitive statement "Yes, We choose Spanish ceramic."

The look of the campaign juxtaposes strong messaging with bold graphic treatments and the use of a striking magenta. While subtly paying homage to Spain's cultural heritage, the campaign emphasizes Spain's leadership role and irrefutable place at the cutting edge of ceramic tile design and innovation.

Embracing a digital platform

In an effort to make product information and images more accessible to the U.S. press, Tile of Spain will soon launch a new digital pressroom. Journalists and other interested parties will find this online tool useful in gathering news and information about products, technology and events. A photo gallery will include an extensive range of images for interiors and exteriors, commercial and residential applications. A calendar will supply all pertinent details about upcoming events -- all in one easy-to-use online location.

Upcoming events in 2010

Exemplifying Spain's commitment and investment in the U.S. market, there will be multiple opportunities for the A&D community and press to see Spanish ceramic up close and personal. Upcoming events include:

·         Porcelanosa Miami Showroom Grand Reopening on April 20, 2010 from 6 to 8 p.m. Location: 8700 N.W. 13th Terrace, Miami, FL. Spanish celebrity journalist Isabel Preysler will be present to commemorate the event.

·         Hastings Tile & Bath/Inalco CEU Program on April 21, 2010 from 12 to 5:30 p.m. Location: Architects & Designers Building, 150 East 58th Street, 10th Floor, New York, NY. Two sessions led by Patti Fasan, CTC will focus on specification and design. Lunch will be served after the noon event. Spanish tapas and wine will be served in the evening. RSVP: Kevin@hastings30.com.

·         Coverings: The Ultimate Tile & Bath Show held from April 27 to 30, 2010. Location: Orange County Convention Center, Orlando, FL. Booth #1903. The Pavilion of Spain will include more than 30 Spanish tile manufacturers.

·         AIA National Convention held from June 10 to 12, 2010. Location: Miami Beach Convention Center, Hall A, Booth #571-671.

·         NeoCon held from June 14 to 16, 2010. Location: Chicago's Merchandise Mart, Booth #7-8086.