Coverings 2010 will serve as the debut venue in the United States for Tile of Spain’s new global marketing campaign, an aggressive platform with the message: Yes, We Choose Spanish Ceramic. The campaign is supported by four ads that will run in multiple trade and B2B publications over 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.”

Adex emulates antiquity in a 3” x 6” and 6” x 6” format tile while adding a touch of contemporary design with its unique diamond-shaped tiles.


Inalco’s Pyrene, a 23.6” x 47.2” format series recreates natural black slate using an embossed pattern to reproduce natural cleaving.

Tile of Spain branded manufacturers will exhibit their newest products at Coverings, setting the tone for ceramic tile innovation. Visitors to the 18,000-square-foot Pavilion of Spain will experience cutting-edge technology, sustainable design and diverse architectural solutions, as more than 30 ceramic and stone manufacturers unveil the latest products and innovation from Spain.

Yes, We Choose Spanish Ceramic
Coverings 2010 will serve as the debut venue in the United States for Tile of Spain’s new global marketing campaign, an aggressive platform with the message: Yes, We Choose Spanish Ceramic.

“It’s a strong statement,” said David Portales, promotions director for ASCER. “But it’s because we are confident that Spanish ceramic is the ceramic of choice. Not only because of our manufacturers’ modern designs but also their boundless creativity, constant technological strides and a firm commitment to the environment.”

The campaign is supported by four ads that will run in multiple trade and B2B publications over 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.”

Additionally, the look of the campaign – bold graphic treatments and the use of striking magenta – will be applied to Tile of Spain collateral materials, premiums and booth designs at Coverings and other tradeshows in 2010.

Save the Date – Activities in the Spanish Pavilion
  • Daily educational seminars held by Tile of Spain CTC Patti Fasan. See full details below.
  • All guests are invited to savor authentic Spanish tapas, wine and other refreshments at the Tile of Spain information and hospitality booth, #1903. Tapas and refreshments will be available every day of the show from Noon to 2 pm.
  • Join Tile of Spain for Happy Hours from 4:30-5:30 pm, Tuesday through Thursday.
Educational Focus
The Spanish Ceramic Tile Manufacturer’s Association (ASCER) has for more than 10 years devoted a significant amount of energy and resources to continuing education within the U.S. ceramic tile industry. This educational focus continues with several seminars offered at Coverings:

Conference Program
Patti Fasan, Certified Ceramic Tile Consultant and 20-plus year industry veteran, will share her vast experience as part of the Coverings Conference program on Thursday, April 29, 2010.

9:15-10:15 am: The Amazing Race
Discover optimum strategies, emerging trends, and technologies that will keep you focused on your goals and help you turn obstacles into opportunities. In this vibrant presentation, find ways to keep customers engaged, knowledgeable and wanting to purchase.

10:30-11:30 am: Ceramic Tile Specification: Facts, Myths, and Tools
New products require adequate training to prevent inappropriate use, inaccurate specifications and project failures. This presentation will: arm you with pertinent facts, expose myths and review the tools used to select the best tile for every type of installation.

The following will be held at the Tile of Spain information and hospitality booth #1903:
  • Competitive Spirit: The Road to Recovery - This presentation will help you develop your plan of action and harness the motivation to position your company for the eventual recovery.
    Dates: Tuesday, April 27; Thursday, April 29; Friday, April 30: 12:15-12:45 pm and 1:15-1:45 pm.

  • Collection 2010: Ceramic Skin - This year’s collection underscores the theme of innovation and creativity. We will challenge you to re-think the role of ceramic tile completely. You may never again consider this material as a simple floor and wall finish. 2010 unveils the most creative forms of expression in tile experienced to date.
    Date: Wed, April 28 (during the Tile of Spain press conference): Noon-1:00 pm, April 28.
Tile of Spain Product Preview
The latest innovations from Tile of Spain manufacturers will be on display at Coverings, including: Adex, Alfa Ceramic, Apavisa, Azulejera Alcorense, Azulev, Ceramica Gomez/Oneker, Ceramicas L’Alcalaten; Ceramica Aparici, Gres De Aragon, Grespania, Inalco, Keros Ceramica, Natucer, EPC America (Navarti Group), Pamesa, Peronda, Plaza, Porcelanatto, Rosa Gres, TAU; and Ticsa Ceramica.

For Coverings-specific Tile of Spain events and new product releases, visitCoverings Insider.