It was back in 2016 that British Ceramic Tile sponsored the UK’s first ever National Tile Week, 11th to 18th April. National Tile Week was conceived as a nationwide celebration of tiles, aiming to educate consumers on the quality and versatility of tiles, and how they can be used throughout the home.
“Tiles can often be the last thought when planning a interior design or renovation project,” explained British Ceramic Tile’s Jayne Adamson, “so through National Tile Week we want to make them just as important as all the other items shopping list. Just in time for the double May bank holiday where consumers do the most DIY of the year, National Tile Week aims to equip retailers with all the information their customers need to feel confident when choosing and laying tiles, boosting sales in this key period.”
Retailers were invited to take part in National Tile Week to receive exclusive promotions and deals. They were also encouraged to pass on these discounts to their customers to help drive, and received a raft of in-store materials full of top tips on tiling from British Ceramic Tile’s experts.
In 2017, National Tile Week returned for a second year, between 10th and 17th April; again timed to drive sales in the run up to the Easter weekend. Last year the week examined the latest interior design trends, debunked some myths about tiles and provided practical tips to help make DIY projects easier.
The event was launched by TV interior designer, Julia Kendell, of DIY SOS and 60 Minute Makeover fame. “I’m a huge advocate of tiles as they are virtually indestructible and brilliantly practical in the home,” stated Kendell. “Hygienic and easy to clean, they will take all the knocks that day–to-day life can throw at them, making them a superior surface material. National Tile Week is a great opportunity to focus on and celebrate tiles in all their colourful glory! It’s a great way to inspire creativity and illustrate the many ways they can be used around the home to create beautiful and unique interiors.”
Events also took place at British Ceramic Tile’s London Hub in Clerkenwell on 12th April 2017 and Ted Baker’s Commercial Street store on 13th April 2017. Backed by Tile Giant, the 2017 campaign took a stronger consumer approach than in its previous year, but still focused on driving tile sales during the peak DIY trading period. 2017 saw an increase in the number of UK retailers involved with the campaign, from 60 to over 300, including over 100 Tile Giant stores.
Here’s hoping that this campaign gain traction in the UK in the years ahead.
For more information, please visit www.nationaltileweek.com
A new post by Joe Simpson, Diary of a Tile Addict, March 2018.