Lancaster, Pa.—David Kurt has been promoted to national sales manager, builder, for Armstrong World Industries’ Floor Products division. The six-year company veteran will be responsible for developing and driving effective sales programs for the builder and property management markets while also ensuring sales coverage for an array of channel customers. Though he will report to Rik Born, Armstrong’s vice president of distributor sales, Kurtz will work closely with Patrick Barnds, who was recently named channel manager, builder, for the company’s Wood Products division. By doing this, the two will be able to deliver the full assortment of Armstrong’s resilient and wood products to customers.

Kurtz was most recently associate marketing manager, a position he held since March 2001. In this job he coordinated programs and launches in the builder segment. He started with Armstrong in 1996 as a commercial sales rep after graduating from Western Maryland College and quickly moved to the mill’s builder market segment. “As a marketing manager, Kurtz has already been instrumental in developing Armstrong’s approach to property management, selling to firms that specialize in the construction and refurbishing of managed properties,” Born said. “He understands the need of builders and property managers for brand value and service.”

In other news, the company has launched its first television branding campaign in 13 years with a 60-second spot airing in five key markets. The theme of the ad is, “For every person, for every personality, there is an Armstrong floor.” Frank Ready, senior vice president of North American Flooring, said the TV spot is intended “to drive predispositioned consumers to purchase Armstrong products. It builds awareness of our expanded hard surfaces flooring portfolio and clearly communicates the brand message, that Armstrong’s range of products allow you to bring your personality to life.” The commercial also lets consumers know that “Armstrong is much more than a vinyl flooring company to the building trade industry, our customers and employees,” he said.

Using sophisticated editing techniques, images of people are seen “flipping’ until their head, body and feet are matched to an Armstrong floor that complements their personality and the room they are in. The floor type is then identified as hardwood, vinyl, linoleum or laminate. “This ad has clearly been designed to drive customers into retail stores,” Ready said. “There are no other hard surfaces flooring ads currently on TV, and we’re hitting key programs during key times. Armstrong is also making the ad available to retailers with the ability to modify it so dealers can add their name.

In addition, as another marketing tool to get consumers to turn to Armstrong as their home decorating choice, the company has produced a new KitchenStyle magazine. The four-color, 24-page magazine was produced in conjunction with editors and designers of Meredith Integrated Marketing, which publishes some of today’s most popular shelter magazines, including Better Homes & Gardens, Traditional Home and Country Home to name a few. Three kitchen styles—contemporary, traditional and country—are redesigned from floor-to-ceiling in dramatically different ways, including different floors. Each makeover reflects the colors, finishes and accents for which each style is best known. Flooring options include wood, vinyl, linoleum and laminate. It is available free to consumers who call Armstrong’s toll-free number or visit its Web site. “Nothing tests the mettle of homeowners like the words ‘kitchen makeover,’” said Roger Oates, Armstrong’s vice president of marketing. “KitchenStyle demonstrates how people can achieve their dreams without a costly makeover.” He added, this is just one more example of how Armstrong is working to not only drive consumers into dealer showrooms, but do so with the desire to purchase.