Business-to-Business Wallcovering Campaign Sets a ‘Model’ Example

Edward Howard & Co. got a tall order in 2001: Take a relatively small budget and build a business-to-business campaign that would persuade designers (a notoriously picky audience) to use more wallpaper - a not-so-sexy product that had fallen out of demand within the design world. A minimalist trend in decorating has wallpapers and other wallcoverings suffering something of an identity crisis, says Barbara Paynter, VP with Edward Howard. The national Wallcoverings Association wanted a campaign that would improve the image of wallpaper and educate potential commercial users (designers, architects, and others) about the attributes of wallcoverings. It would require an extremely creative approach - and that would mean convincing association management and membership to think beyond their traditional notions of PR.

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