Casoprano takes on mineral fibre for ceilings crown
British Gypsum’s Arteco Casoprano ceiling tiles are taking on mineral fibre tiles in a contest for the middle ground of the UK suspended ceiling market, where the traditional mineral fibre ceiling has to date provided the only cost-effective lining solution.
Commencing in mid-October, the company will begin an aggressive marketing campaign to highlight the benefits that the gypsum-based Casoprano tiles offer in every area of performance.
The first round of the campaign focuses on strength, highlighting Casoprano’s durability and improved handling characteristics. Casoprano’s superior strength, up to five times that of mineral fibre, means less wastage through breakage in handling and on-site, and enables lights and other fittings with a point weight of up to 3kgs to be installed without the need for expensive support pattresses, unlike mineral fibre.
Special support pattresses, where needed, add significantly to the total installed cost of the ceiling. It was this fact that persuaded national retailer, MFI, to switch to Casoprano for its recent store refit programme, with savings of up to £1500 per store.
Ceiling specifiers and installers will shortly be receiving this message in the form of hard-hitting mailing. Further boxing-themed mailings and promotion will follow, each focusing on a key performance area, where Casoprano wins hands-down.
Further information is available on the company’s website www.british-gypsum.com/arteco, where enquirers can also enter a draw to win a pair of boxing gloves, signed by English boxing legend, Sir Henry Cooper.