Launched to the retail market in 2019, Al Fresco from Verona was supported by a full trade marketing campaign to ensure retailers had everything they needed to sell this stunning, highly versatile range in store. An extensive collection of porcelain tiles, Al Fresco works well in all manner of projects transforming large-scale commercial projects or new build developments as well as consumer homes.
Marketing collateral and in store support has gone above and beyond traditional product launches for Al Fresco to widely communicate the different styles available and benefits of using porcelain indoors and out. Retailers have access to a striking, bespoke display stand which holds six full size tiles in a variety of sizes as well as the full range of alternative colour and design options as 150mmx150mm chips.
Consumer marketing has been instrumental in driving demand and raising awareness. Consumer-focused brochures with information on the features and benefits of outdoor porcelain, as well as lifestyle photography, product specifications, installation advice and design inspiration have been created for use within the retail environment. These have been supplemented by a dedicated Al Fresco website that enables consumers to browse at their leisure before ordering with a retailer.
To further amplify the launch, Verona chose to advertise within key retail magazines which fit the Al Fresco market, including Tile & Stone Journal, Garden Trade Specialist and Urban Design Magazine to raise awareness.
