INDUSTRY NEWS tell them you saw it in “We’re so pleased to give Why Tile a ‘friends and family’ intro- duction here at Coverings,” said Eric Astrachan, executive direc- tor, TCNA. “In developing Why Tile, we’ve had the pleasure of reaffirming everything that’s so wonderful about tile. With Why Tile, we’ll be delivering this mes- saging to consumers and to the A&D community as never before and in new and impactful ways – most notably, through the website, WhyTile.Com.” WhyTile.com provides exten- sive messaging on the benefits of tile, centering on four main tenets: Design, Easy Care, Healthy Spaces, and Heritage. The site features an Inspiration Gallery; downloadable Project Guide, schematics, and maintenance tips; and a Test Your Tile IQ feature where users can take a simple 10-question quiz for a chance to win a prize. “As with any website, WhyTile.com will constantly evolve and provide a means for our audiences to derive inspiration and access planning resources – we want this to be both engaging and a helpful tool,” said Kathy Meyer, marketing director, TCNA. “We’re excited to get out there with Why Tile, and this is just the beginning of what I know will be a long and colorful story.” “Developing Why Tile even to this nascent stage has been very rewarding, in that it is the culmina- tion of the vision of such a diverse group coming together – includ- ing competitors, and folks who would normally never be around a table together – in a cooperative manner I’ve never seen in nearly 30 years in marketing and adver- tising,” said Julie Peck, creative director, TCNA. “We’re proud of the work we’ve done to date, and look forward to refining and expanding upon it with the fur- ther input of our partners and the industry as it is introduced here at Coverings.” American Wonder Porcelain opens new plant in Lebanon, Tenn. On Tuesday, April 11, American Wonder Porcelain (AWP) opened its new American plant in Lebanon, Tenn. The 500,000-sq.-ft. plant will be fully operational in June and will allow Wonder Porcelain LLC to introduce advanced manufac- turing capabilities and proprietary production processes not previ- ously utilized in domestic tile pro- duction. The state-of-the-art facil- ity will have the capability to pro- duce glazed porcelain, technical color body, rectified, polished, and WhyTile.com provides extensive mes- saging on the benefits of tile, centering on four main tenets: Design, Easy Care, Healthy Spaces, and Heritage, and much more.