The tile industry introduced a marketing and education initiative designed to inspire consumers and provide information on the benefits of tile at Coverings 2017 in Orlando, Fla. “Why Tile” is an industry effort with input from various industry organizations, including the Ceramic Tile Distributors Association (CTDA), the National Tile Contractors Association (NTCA), the Ceramic Tile Education Foundation (CTEF), the Tile Contractors Association of America (TCAA), and the Tile Heritage Foundation (THF), in addition to manufacturers worldwide. Why Tile is coordinated by the Tile Council of North America (TCNA).

“We’re so pleased to give Why Tile a ‘friends and family’ introduction here at Coverings,” said Eric Astrachan, executive director of TCNA. “In developing Why Tile, we’ve had the pleasure of reaffirming everything that’s so wonderful about tile. With Why Tile, we’ll be delivering this messaging to consumers and to the Architect and Design community as never before and in new and impactful ways, most notably, through the website”

The website centers on four main ideas: Design, Easy Care, Healthy Spaces, and Heritage. The site features an inspiration gallery; downloadable project guide, schematics, and maintenance tips; and a “Test Your Tile IQ” quiz where users can answer quiz questions for a chance to win a prize.

“As with any website, will constantly evolve and provide a means for our audiences to derive inspiration and access planning resources,” said Kathy Meyer, marketing director of TCNA. “we want this to be both engaging and a helpful tool. We’re excited to get out there with Why Tile, and this is just the beginning of what I know will be a long and colorful story.”

Julie Peck, creative director of TNCA, added, “Developing Why Tile even to this nascent stage has been very rewarding, in that it is the culmination of the vision of such a diverse group coming together—including competitors, and folks who would normally never be around a table together—in a cooperative manner I’ve never seen in nearly 30 years in marketing and advertising. We’re proud of the work we’ve done to date, and look forward to refining and expanding upon it with the further input of our partners and the industry as it is introduced here at Coverings.”

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