Armstrong Launches New Consumer Campaign “The Floor is Yours”

Armstrong Flooring recently announced the launch of a new consumer campaign, “The Floor is Yours,” kicking off a multi-year effort to bring the Armstrong story to life to a new generation of floor buyers. Using a combination of paid, owned, and earned media, Armstrong Flooring’s “The Floor is Yours” campaign, which debuts September 18th, is leveraging the power of up-and-coming influencers: World Champion Chopper Martha King, U.S. National Rhythmic Gymnast Nastasya Generalova and DJ and tastemaker Yolo Ono. Each one of these Star Performers helps to personify the Armstrong brand through a unique perspective, representing standout and award-winning products.

“The Floor is Yours’ campaign is unlike any other initiative in our category; it is full of scenarios that strike a chord with consumers and retailers, to bring out the most important aspect of any flooring purchase: the seamless blending of beauty, outstanding performance and the consumer’s individuality,” said Ebeth Pitman, director of brand marketing for Armstrong. “We accelerate beyond features and benefits of the products for a deeper connection with consumers to break through the sea of sameness where many campaigns seem to be similar and we hear the same messages over and over again. Martha, Nastasya and Yolo help articulate the performance and beauty aspects of Armstrong products in a dynamic, unexpected yet relatable way.”