At Coverings '17, a new campaign was introduced, called Why Tile. Put together by the tile industry, the goal of this campaign is to help consumers understand the benefits of tile and inspire them to use tile in their projects. According to the CTDA, "Why Tile is an industry effort with input sought from various industry organizations including the Ceramic Tile Distributors Association (CTDA), the National Tile Contractors Association (NTCA), the Ceramic Tile Education foundation (CTEF), the Tile Contractors Association of America, and the Tile Heritage Foundation (THF), in addition to manufacturers worldwide. Why Tile is coordinated by the Tile Council of North America (TCNA)." On the website, whytile.com, you'll find the benefits of tile displayed in four main categories: Style for All, Easy Care, Healthy Spaces, and Heritage. For example, in the Easy Care section, you'll learn that tile is stain resistant, is water-resistant, prevents bacterial growth, is scratch resistant, and is even fire resistant. You'll also learn the proper maintenance steps to caring for your tile. Kathy Meyer, Marketing Director at TCNA told CTDA, “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...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.” The site also offers a Field Guide to Tile (everything you need to know about selecting tile for your next project), a style gallery for project inspiration, and a tile schematics pdf that showcases different patterns Soon the website will be launching an A&D-specific section so that architects and designers will have content tailored to them. If you haven't had a chance to check out the website, go to whytile.com or you can also join the conversations on social media with the hashtags #TeamTile or #WhyTile.