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Trade Marketing For Innovative Products


Porcelanosa Trade Marketing


Trade Press

LinkedIn Advertising


Raise awareness of the range of building and manufacturing products to the construction and architect trades



Architects, hotel designers, specifiers, builders



Porcelanosa is most well known for tiling, kitchens and bathrooms. However at heart they are an innovative manufacturing business. They have created several products and materials that can be used in general building, construction and manufacturing.

Porcelanosa's KRION™ is a lead product in the cleaner air space. KRION™ is a new generation solid surface with a number of exclusive features: it does not have any pores, it is anti-bacterial without any type of additive, it is hard-wearing, highly resistant and easy to repair, only requires minimum maintenance and is easy to clean. The anti-bacterial properties meant that the large scale use of the surface for buildings means the air quality in the area near the surface was improved. A key task therefore is to ensure the trade know of the product and adopt it.

Services and solutions

We reviewed all the media options to hit the target markets that matched our objectives of inspiring interest in the products with high impact imagery and long form supportive editorial, Trade magazines were our natural choice. We needed to achieve a high reach into the target markets and there are multiple specialist trade magazines servicing our key target markets. We selected the key titles by not only looking at the size and profile of the titles but the content, look, feel and especially the quality of the paper. We sell premium products so the paper needs to feel premium too!

We only use full colour pages for high impact with double pages are always advised against in this sector as the print fold affects the product lines. Traditional Print and advertorials in key’s titles, RIBA Journal, Space, Sleeper, Bridge for Design, KBB, Homes and Interiors, Designer Kitchen and Bathroom, Grand Designs. We additionally used LinkedIn Advertising to further target our key audiences


The client was extremely happy with the market introduction of KRION™. It had the fastest growth of any surface product previously launched by the client in the UK, with trade orders far exceeding plans.


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