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NEW CARPET FOUNDATION PRESS CAMPAIGN WITH SIGNIFICANT SHIFT IN EMPHASIS TO REGISTERED SPECIALISTS - 20th February 2005

March sees the launch of a brand new press campaign from the Carpet Foundation with new imagery and a new focus. With greater weight given to Registered Specialists, it sets up the retail partners very much as 'the specialists' for consumers to use when buying carpet. The new imagery is designed to ensure greater connectivity between the campaign and Registered Specialists and clearly actively supports the retail network. Increased in size to half page so giving greater impact, the visuals are stylish and contemporary while the message and call to action is clear.

In another change, rather than doing the big 'generic job', the campaign will focus mainly on those 'in the funnel'. It is being run in 15 leading home interest titles with 37 insertions up until the end of May. The campaign will reach a combined circulation of over 1.7 million and 6.7 million readers every month.

The new campaign is supported by four advertorials in Ideal Home, Homes & Gardens, Country Living and BBC Homes & Antiques. Attractive and hard working, these use new themes including 'Best of British' and 'Grand Designs' and serve to do the generic job for carpet.

Rupert Anton, CF marketing director commented: "We have listened to our Registered Specialists and significantly shifted the emphasis. I am confident that the new campaign will further raise the profile and value of the Registered Specialist network. Our chosen media gives us good cover and frequency and ensures we are mainstream with those actively in the home improvement mindset."

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For further information, please contact:

Rupert Anton
Marketing Director
The Carpet Foundation
MCF Complex
60 New Road
Kidderminster
Worcestershire
DY10 1AQ

Tel: 01562 755 568