• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Breaking Flooring NewsFloor CoveringsResilient FlooringTile & Stone FlooringHardwood Flooring

Armstrong Launches New Consumer Campaign “The Floor is Yours”

Armstrong-Star-Performer
Armstrong's new "The Floor is Yours" campaign.
September 13, 2017

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.”

Each star performer is an inspirational role model. The three unique and inspiring Star Performers represent specific qualities they share with corresponding Armstrong flooring products: Martha King, World Champion Chopper, represents the tough, long-lasting and beautiful qualities of Armstrong hardwoods; Nastasya Generalova, U.S. National Rhythmic Gymnast represents Alterna engineered stone, showcasing its warm to the touch, flexible, strong and elegant qualities; and DJ Yolo Ono represents the fresh, modern, innovative and stylish qualities of LVT and vinyl sheet with Diamond 10 Technology.

“It is quite easy to be passionate about beautiful things, quality goods, or material with a story,” said King. “Armstrong Flooring has a great story, beginning all the way back in 1860, of hard work, outstanding ethics and inspirational designs. I am impressed with the attention to detail and craftsmanship that goes into the making of Armstrong's hardwood floors. I put their flooring to the ultimate test for three days while I trained hard on it, and I was not disappointed. I also am proud of the choices the company has made to be good stewards of its resources and to give back to the community. That is a story worth telling.”

“The Floor is Yours” campaign also includes a partnership with HGTV, which will include 30 second television ads on HGTV, digital advertising, an Armstrong Flooring hub on HGTV.com, and social media videos which HGTV will promote on its Facebook page. The campaign is integrated with a promotion for Elevate Retailers called “The New Look of Tough,” which also kicks off September 18. Tools include a Campaign Toolbox for retailers including video, social content, photography, merchandising, and brochures.

“Our ultimate goal is to drive meaning and relevancy with key stakeholders, give consumers a further reason to believe in the Armstrong Flooring brand and offer retailers a tool box for working with and engaging end users,” added Pitman.

For more information, visit www.armstrongflooring.com.

KEYWORDS: Armstrong Flooring marketing and sales

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation Products
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Commercial Flooring
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

More Videos

Popular Stories

Schluter waterproofing system

Waterproofing Wet Areas: Three Essential Methods to Protect Your Bathroom and Shower Installation

AHF Products CEO Brent Emore

AHF Products Names Brent Emore CEO

Starnet 2025 Carlsbad CA

Future-Proofing Success: How Starnet Members Are Building Resilient Flooring Businesses


Download the Free Moisture Meters Guide

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Investing in your Business

What's Your Top Business Investment Priority for 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • Armstrong-Yes-Promo

    Armstrong Flooring Launches “Say Yes to the Best” Consumer Rebate Promotion

    See More
  • beautifully responsible

    RFCI Launches Consumer Campaign

    See More
  • Torlys-logo

    Torlys Launches Consumer Campaign Promoting Microban Partnership

    See More

Related Products

See More Products
  • floordesign.jpg

    Floor Design

  • ornamental.png

    Ornamental Floors

  • interior design.jpg

    On Interior Design

See More Products
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP