"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."