The simple tagline "Be creative" will be the centerpiece of a new advertising campaign being launched in support of the Tile of Spain brand. The campaign from the 220-member Ceramic Tile Manufacturer's Association of Spain (ASCER) is aimed at design professionals, architects and contractors. "The fresh approach speaks to the essence of Spain - her products, manufacturers, history and culture. In summary, it celebrates the creativity of Spain," said ASCER in announcing the new effort.

The tagline, "Be Creative," is intended to be a double entendre that reflects both the point of view of the makers of the product and the designers who will use it. The copy in the ad goes on to use four words chosen to convey the qualities of the products: "Innovation. Design. Technology. Diversity" brand.

"We're confident this campaign will connect the tradition and quality of our tile while instilling a sense of innovation and creative commitment from the Tile of Spain brand and its manufacturers," said Javier Soriano, Director of Foreign Trade and Export Promotion for ASCER.

For more information, contact the Tile of Spain Center at the Trade Commission of Spain, 2655 Le Jeune Road, Suite 1114, Coral Gables, FL 33134. Call 305-446-4387 or visit