The Miami Corporation and Italian Textile Giant Parà Group Launch Tempotest® Brand Marketing Campaign in U.S.
Cincinnati, OH—July 7, 2017—The Miami Corporation, a national, Cincinnati-based awning and marine fabric distributor, announced today the launch of Italian-based Parà Group's (Parà) Tempotest® brand marketing campaign nationwide. Tempotest is currently Europe's No. 1 solution-dyed acrylic fabric brand, and The Miami Corporation is the exclusive distributor of Tempotest awning and marine fabrics in the U.S.
Parà, a third-generation, family-owned company since 1921, is the exclusive manufacturer of the Tempotest brand of fabrics. Known for their superior aesthetic and technical advantages, Tempotest fabrics are used throughout the awning, marine, indoor and outdoor furnishing categories.
The Miami Corporation has partnered with Cincinnati-based marketing firms Big Idea Group (BIG) and CG Marketing Communications (CG) to spearhead the U.S. launch for the Tempotest USA marketing effort and today unveiled "What's Your Story?" – an innovative campaign that includes web, social, creative and PR.
"We are thrilled to work with Parà in bringing Tempotest awning and marine fabrics to our U.S. customers," said Miami Corporation CEO Tim Niehaus. "Our customers and their clients value quality, color and style above all else, and the opportunity to help promote this leading and influential European brand in the North American awning and marine markets was an easy decision for us at The Miami Corporation."
The Miami Corporation enlisted BIG and CG late last year to prepare for its Tempotest USA launch. The team developed a fully-integrated consumer and B-to-B marketing strategy that includes a new web and social presence, and an interactive application for consumers and retailers. The campaign was designed to create a robust network of Tempotest fabric suppliers in key U.S. markets and drive market-specific consumer and commercial demand. The goal is to expand nationally within the next 12 months.
"The competition in the American fabric and upholstery market is significant, and we needed innovative strategic and creative partners to ensure that Tempotest will come out of the gate at full-speed," said Niehaus. "We are more than excited to unveil the ‘What's Your Story?' campaign with our partners at BIG and CG, and we can't wait to introduce Tempotest to customers and their clients across the country."
The Parà Industrial Group is globally-known as a premier manufacturer of high-end textiles boasting hallmark Italian style and unparalleled quality and service. The three-generations-long family company – known for its unmatched aesthetic and technical qualities – is a fan-favorite worldwide.
"Tempotest was born out of Parà's dedication to quality and to our heritage, and we're optimistic about the growing demand for European products in the U.S. where the textile market for outdoor products is growing," said Parà CEO Marco Parravicini. "We are proud to work with The Miami Corporation as our exclusive U.S. distributor and are confident that they will leverage their well-established footprint and the expertise of BIG and CG to successfully market the Tempotest brand within the U.S. awning and marine markets."
The Tempotest brand's "What's Your Story?" campaign launched nationally July 2017. Tempotest fabrics will continue to be made in the Parà Group's Italian mills. The Miami Corporation will distribute Tempotest awning and marine fabrics nationwide, and Tempotest USA – headquartered in Dallas, TX – will distribute the Tempotest Home® line of fabrics.
About The Miami Corporation
The Miami Corporation (Miami), founded in 1923, is a supplier of upholstery fabric, outdoor fabric and upholstery supplies. The company distributes fabrics suitable for automotive, marine, awning, industrial, healthcare, outdoor, contract and hospitality applications and provides over 25,000 products to its customers across the United States. Miami is dedicated to providing the highest level of customer service. All in-stock orders are shipped the day the order is placed, and Miami employees support their customers with in-depth product knowledge and experience. An employee-owned and privately held company, Miami is based in Cincinnati, Ohio with additional distribution centers in Albany, NY, Dallas, TX and Jacksonville, FL. For more information, please visit miamicorp.com.
About the Parà Group
Parà is a family-owned company that was founded in 1921. For three generations Parà has been manufacturing outdoor fabrics that are recognized for their superior aesthetic and technical qualities. Used for sun protection, upholstery and marine applications, Parà's Tempotest® fabrics integrate Italian design with an American flare to meet the needs of the U.S. market.
Parà has a strong international presence, and has been working in the U.S. for 30 years. Via their commitment to state-of-the-art manufacturing centers, and the quality and distinctiveness of their products Parà has earned recognition as a global textiles leader. With six manufacturing plants and significant market penetration, Parà Group is present in three specific business sectors: sun protection, indoor and outdoor furnishing accessories and marine. For more information, please visit tempotestusa.com.
Public Relations Director, The Big Idea Group