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NHIM NEWS


NATIONAL HOME IMPROVEMENT MONTH JUST A WEEK AWAY


celebrities now backing April’s consumer awareness initiative, National


W said Home BHETA home


ith big DIY brands, major independent retail wholesaler groups, and two popular TV


Improvement


Month (NHIM), the campaign is well and truly up and running. “So,”


improvement and garden sector director Paul Grinsell, founder of NHIM, “if you are not already on board, now is the time to get your retailer pack and get involved in the month-long promotion, which kicks off in April. “And, it really isn’t too late,” he added. “This week’s big news is that yet another high-profile sponsor, the fabulous Sugru, the world’s first mouldable glue that sets strong by turning into durable, flexible silicone rubber, has just joined the campaign.” National Home


Month encourages consumers to DIYWK-22FEB19-BHETA_Layout 1 07/03/2019 13:46 Page 1 Improvement


improve at least one area of their homes during the peak DIY season. BBC presenters, DIY enthusiast and property developer Georgina Burnett and Julia Kendell, former host of DIY SOS and 60 Minute Makeover are the official ambassadors.


Ms Kendell commented: “I’ve spent my career inspiring people to create homes they can be proud of and I couldn’t be happier to encourage people to make even just one change to their homes in April.” Four themes are being promoted, one in each of the four campaign weeks:


• General home improvement • Decorating • Garden and outdoors • Smart Home


The line-up of supporting businesses includes Stax Trade Centres, Home Hardware, and Decco, so NHIM has massive collective retail reach and, based on last year’s figures when the campaign engaged with 11million DIYers, it will really galvanise consumers too. The campaign uses the tagline ‘Love


The Home You Live In’ and online features are being backed with coverage in national and regional consumer media and a full suite of social media – Instagram/Twitter/ Pinterest/Facebook.


At its heart is a dedicated website of ideas and information, blogs and ‘how to’ videos. Marketing materials for merchants, retailers and wholesalers include point of sale, posters, press ads, PR templates and social media opportunities, which can all be downloaded for individual use.


Leading brand supplier companies sponsoring


and supporting the


campaign are Fiskars, Gardena, Flymo, McCulloch, Shurtape (Frog Tape, Duck Tape, T-Rex Tape), Sherwin-Williams (Valspar and Ronseal), Gorilla Glue, Schneider Electric, Croydex, ZEP UK, L G Harris, Yale, Nilfisk and Doulton Water Filters – and now Sugru. Sugru founder and inventor Jane Ni Dhulchaointigh commented: “April is a great time of year to make home improvements as more


National Home Improvement Month is a BHETA initiative in a joint venture with specialist broadcast PR company The Relations Group. For a retail marketing pack and more information about getting involved with National Home Improvement Month contact Helen Farnell at BHETA on 0121 237 1130 or email hf@bheta.co.uk


natural light fills the house. We’re delighted to support the campaign and encourage people across the UK to make fixes and improvements to their living environments, no matter how small, and be proud of their home.” Paul Grinsell added: “National Home Improvement Month is taking off everywhere. It’s the perfect platform to show that home and garden improvement is fun and fulfilling, given the right tools, products, knowledge and advice.”


www.diyweek.net


22 MARCH 2019 DIY WEEK 9


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