A long-established brand headed by the iconic Frank Walker was ready for a breath of fresh air and a repositioning from a discount brand to a value brand. The simple truth was that National Tiles offered extremely competitive prices on everything from a basic white subway to beautiful architectural tiles and could smash the competition on the product quality every day of the week. The issue wasn’t brand awareness – in its markets, Frank had spearheaded a very heavy radio presence for close to 20 years – the issue was that they were known for Frank and great tile sales, but not for having tiles that would help create your dream kitchen or bathroom.
So, the challenge was to build the trust with consumers around quality, range, style as well as price. We needed to dial up a fresh new visual presence for National Tiles in the media, online and in-store.
Complementing the re-positioning of National Tiles in the home renovator space, we’ve also completed an overhaul of their trade offering. Tradies and Designers form a large part of the National Tiles customer base and are being recognised with a dedicated National Tiles Trade portal. Starting with a new name Trade+ and new identity, and a smart program to engage with what these customers and reward loyalty.