Vinyl flooring had always been the lifeblood of this building products client. However, vinyl essentially had become a “no growth” category, losing market share to ceramic tile, wood and laminate. G&S created a communications strategy to “reinvent vinyl,” moving it from a dated product to a chic, youthful alternative. The client was positioned to consumer and trade audiences as the color and design leader, and one that provided the widest range of innovative ideas, vinyl products and solutions to help the consumer make a personal statement in the home. G&S’s proactive, aggressive outreach to key print and broadcast media paid off in double-digit coverage, including high-readership newspapers with circulation between 150,000 to one million readers each.