The Portuguese Cork Association (APCOR) has selected DDB Public Relations as its communications partner in North America to raise awareness and demand for cork floor covering. As its agency of record (AOR), DDB Public Relations has been tasked to strengthen the cork flooring category via a compelling communications campaign targeting consumers, design influencers, media and retailers to remind them about the eco-chic design possibilities and advantages that cork flooring provides.
DDB Public Relations has already started work on the brand and will implement a multi-channel communications campaign involving a comprehensive media relations and social media program, website optimization and point-of-purchase retail program to help communicate the advantages of cork.
The selection of DDB was done following a global open review that saw 17 agencies across Canada and the US vying for the business. In 2010, APCOR and DDB Public Relations had partnered on an 18-month integrated communications campaign that delivered a 10 per cent increase in Portuguese cork flooring sales across North America, doubling the original sales goal.