Floor and wall tiling retailer Amber Tiles has unveiled its marketing strategy for 2013, and it includes a new creative and campaign direction. 

The new campaign will feature in all of the company’s in-store, television, radio, print and online advertising, and it has already been implemented via television commercials, online platforms and social media.

Vanda Correia, head of marketing, Amber said the new creative direction seeks to emotionally connect with customers while highlighting the company’s point of difference.

“We want our customers to know we provide the latest quality indoor and outdoor styles and trends in tiles, pavers and natural stone, as well as superior advice.

“In the new creative, we are using a couple that never seem to agree on the relative merits of outdoor and indoor living. However, they agree Amber is a trustworthy reputable brand, with the expertise and knowledge to meet service expectations and provide the latest innovative quality products for both spaces,” she explained.

She said the company’s product manager’s travel all over Australia and the world to bring time poor customers the latest in flooring trends and styles.

“We understand our customers are, more than ever, time poor and building/renovating a home can be quite a daunting project. They are looking for a reliable and a reputable company to give them peace of mind and help them create stunning living transformations,” she added.

The new marketing strategy plays on the central idea of bringing Amber’s brand and products into a real life situation.

The company’s well-known jingle “Amber has the answer” has been altered slightly to read “only one place brings it all together…Amber has the answer.”