The World Floor Covering Association said it has launched a consumer ad campaign in partnership with Meredith Corp., publishers ofBetter Homes & Gardensand a range of special interest publications includingRenovation Style, Kitchen MakeoversandBeautiful Homes. The campaign, which is designed to “reach over 22 million consumers,” will run in the company’s magazines, websites and newsletters now through June 2008.

Christopher Davis, WFCA’s president and CEO, said the partnership comes at a perfect time for the industry group. “With the substantial growth and positive feedback from consumers, retailers and press on our consumer website, we felt the time was right to build the momentum we have achieved with a consumer-driven ad campaign,” he said. “TheBetter Homes & Gardensfamily of publications provides the ideal fit and consumer reach to help us accomplish our campaign objectives.”

The new campaign is only one way in which the WFCA is looking to reach a broader base of consumers. The group noted that it is working with the North American Press Syndicate “on camera-ready flooring articles that will be featured in daily and weekly newspapers across the country.” Plans call for the articles to be distributed to over 10,000 national and regional daily and weekly publications “with over 225 million in cumulative circulation,” the WFCA noted.

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