Armstrong Boosts Advertising for Wood, Laminate

Lancaster, PA, May 4, 2010--Armstrong is expanding its investment in national television and print advertising for Armstrong hardwood and premium laminate floors to drive consumers to its retail partners.

Retailers across the country bank on Armstrong’s consumer advertising to help increase sales.

“No one is doing more to generate store traffic,” said Kent Clauson, marketing general manager. “We’re committed to growing with our retail partners. That’s why we continually invest in the Armstrong brand, so that consumers have Armstrong in mind as the brand they trust.”

Several times a year, Armstrong commissions independent research to monitor the impact of its advertising and the power of the brand. The research shows that Armstrong continues to be the brand consumers know best and associate with quality.

The television campaign focuses on Armstrong hardwoods, which is exclusive to the independent retail channel.

New 15-second TV spots feature different humorous life tests that build on the theme, “Armstrong genuine hardwood floors, tested to withstand the unexpected.”

The commercials will run on Home and Garden Television (HGTV), The Learning Channel (TLC), Food Network, Do It Yourself (DIY), Style and Arts & Entertainment (A&E), The Ellen DeGeneres Show, Extra and Martha Stewart.

For the first time, the commercials also will air on ABC during its popular Sunday night programming favored by women.

A new print campaign continues to put the spotlight on the realism of the company’s premium laminate floors. Armstrong laminate will be back with its celebrity look-a-like campaign, (“Armstrong Laminate, It Only Looks Like The Real Thing”). Four new ads feature professional look-a-likes of well-known celebrities: Bruce Lee, Janis Joplin, Sammy Davis Jr. and Lassie.