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For Immediate Release

FACT SHEET – LOOK UP AMERICA™

In 2007, Armstrong launched Look Up America™ – a new consumer ceiling contest in which the winner receives a complete ceiling makeover.

• The inspiration for the contest was based on research confirming that when America looks up, 98 percent of homeowners will see a plain white gypsum drywall ceiling.
• Look Up America continues Armstrong’s campaign to inspire consumers to realize the design potential of their ceiling – the “fifth wall.”
• Armstrong encouraged consumers to post an image and short description of their outdated or uninspired ceilings on www.perfectceiling.com – the contest’s Web site.
• During the two-month timeframe, hundreds of homeowners from around the country provided photos and short essays about their uninspired ceilings.
• The first year’s winner was Cheri Wessler of Raleigh, North Carolina. Wessler received a professional installed ceiling in the room she entered for the contest—her kitchen.
• The Web site also offers information on the Project Michelangelo initiative, as well as information on all of Armstrong’s current ceiling product lines including Metallaire™, a new line of decorative metal ceiling tiles that replicate the look of tin; Definitions™ Decorative Interior Accents line of room divider panels; the WoodHaven™ line of wood-look planking; Tin Look™ mineral fiberboard tiles that replicate the look of historic pressed tin; and the HomeStyle™ lines of suspended ceiling products.

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