Looking to “provide a boost to the carpet market,” a consortium of leading UK and European carpet makers are working with large UK retail group Carpetright and distribution group Headlam to create “an extensive, generic promotional campaign for broadloom carpet.” The campaign, set to run for two years beginning in September, will cost about $12 million U.S., according to the group.

“This campaign targets bringing carpet to the forefront of people’s minds when they think about redecorating,” the group noted. “It will be a robust and durable campaign focusing on the many benefits of broadloom carpets.”

The Engine Group of London has been hired to develop the campaign. The firm notes that the campaign will include “outdoor, magazine, online and TV advertising, and PR activities.”