RICHMOND, Va. (April 17, 2012) – CRT/tanaka today announced that it was selected by Wilsonart International, Inc., a leading innovator in designing and creating beautiful kitchens for more than 50 years, as its public relations agency of record. The agency has been charged with creating a brand platform and integrated marketing campaign to support Wilsonart HD®, the company’s premium countertop surface product.
The campaign’s focus is broad, targeting consumers, the home remodeling industry and the commercial design community. Kicking off at the Kitchen & Bath Industry Show in Chicago, April 24-26, the new campaign will involve influencer outreach, social and traditional media relations, trade and consumer events, website and digital marketing components, video and social engagement.
“After our search process, we chose CRT/tanaka because of its creative and strategic approach to brand building and public relations,” said Alison Pulver DeMartino, director of marketing communications for Wilsonart. “Not only do they have a strong heritage in the home and housewares arena, but they have a specific expertise in brand building and marketing to women. We are excited to work with them.”
CRT/tanaka will collaborate with newly hired Bolin Marketing, the Minneapolis-based advertising agency of record for Wilsonart, to execute promotional components of the campaign tied to new advertising.
“As the market leader in providing beautiful and affordable countertop solutions for the kitchen, Wilsonart’s products are in the sweet spot for anyone looking to remodel,” said Ellen LaNicca Albanese, CRT/tanaka’s executive vice president. “Many consumers are no longer willing to take out the equivalent of a second mortgage just to update their kitchen. The new Wilsonart HD product is not only beautiful; it is affordable, durable and sustainable. We look forward to introducing these new alternatives to high-priced stone to the marketplace.”
About Wilsonart International, Inc.
Wilsonart is a leading manufacturer of decorative surfacing products including Wilsonart® HD® High Definition® Laminate, Wilsonart® Laminate, Wilsonart® Solid Surface and Wilsonart® Adhesives. The company has been recognized by the Smithsonian Institution’s Cooper-Hewitt National Design Museum and Interior Design magazine for design excellence. Wilsonart International is based in Temple, Texas. For more information, call the Wilsonart Customer Service Hotline at 800-433-3222. Consumers can also visit www.WilsonartHD.com and professionals can visit www.WilsonartContract.com.
CRT/tanaka is an award-winning public relations and marketing firm known for its whatcanbeSM workplace culture and approach to business. Headquartered in Richmond, Va. and New York, with offices in Los Angeles, Washington, D.C. and Norfolk, Va., CRT/tanaka features four integrated specialties – Consumer; Food, Beverage and Nutrition; Health and Healthy Lifestyles; and Corporate/B2B. The agency has been recognized with more than 325 national and regional awards for its strategic counsel, creativity, workplace culture and community service. Clients include Air New Zealand, BISSELL Homecare Inc., Cambria Suites, Charles Schwab & Co., Council of Better Business Bureaus, the Federation of Quebec Maple Syrup Producers, Girl Scouts of the USA, Network Solutions, Sprint Nextel and Wines from Rioja (Spain). More information about CRT/tanaka is available at www.crt-tanaka.com.