The Spanish Pavilion at Coverings is in line with the Spanish Ceramic Tile Sector Promotion Plan in the U.S. that has been developing since 1995 by ICEX and the Spanish Business Department in Miami for the brand “Tile of Spain.” This consists of an integrated marketing campaign carried out globally by ICEX and ASCER with the message “Yes, we choose Spanish Ceramic.” The main goal is to strengthen the sector brand image and the prestige of the Spanish ceramic tiles around the world, as well as to promote their usage by comparing their features with that of other materials.
ICEX is reinforcing the Spanish presence through the following on-site activities:
- • Information and Hospitality Stand – a platform to provide product information and promotional material.
- • Public Relations Events – press conferences and company tours targeted to the main U.S. media that specializes in design, interior decoration, and architecture.
- • Workshop - with the collaboration of industry consultant, Patti Fassan, who delivered two different presentations: Competitive Spirit: The Road to Recovery, and Collection 2010: Ceramic Skin.
- • Sponsorship and advertisement by “Tile of Spain” in collaboration with the advertising agency White Good & Company through several ways: credential lanyards, bags, identity banners, and ad placement.
Total exports of the pavement and ceramic coating industry to the United States in 2009 decreased by 29.3% compared to 2008, with total sales corresponding to 64.5 million Euros. Based on this, the U.S. became the seventh largest recipient of Spanish ceramic tile in 2009 after being the fifth in 2008. According to ICEX, these figures are due to the unfavorable global economic situation and the consumption crisis, especially in the building industry, in the U.S. marketplace.