KINGSPORT, Tenn. — Eastman Chemical Co. has launched an aggressive marketing campaign designed to accelerate consumer demand for its LLumar dealer network.

The campaign, which the company described as the first phase in a multiyear plan, was announced by Darrell Reed, Eastman’s performance films commercial director for Americas, Europe, Middle East and Africa, in front of more than 300 attendees at the company’s 2017 Elite Dealer Conference in Austin, Texas. He said the campaign will generate sales leads and help dealers more powerfully differentiate themselves from their competitors.

“We see exciting growth potential for both our LLumar-branded portfolio of films and our dealer network, particularly our LLumar SelectPro dealers,” Reed said. “Over the course of the last few years, we’ve invested in building the finest dealer network in the category and helping them separate themselves from their competition both in terms of technical professionalism and customer service.”

At last year’s Elite Dealer Conference, Eastman overhauled its Elite Dealer Program, replacing it with LLumar SelectPro and a new professional certification process. Eastman’s Strategy, Insights & Analytics team also systematically identified significant market opportunity among distinct consumer segments that seek actionable information on window film, its performance, and where to find superior dealers for installation.

“Our LLumar SelectPro dealers are raising the bar and evolving quickly. You can see it in their stores, their websites, their work, their drive for growth and their confidence,” said Reed. “So, we’re continuing to invest in new tools, technology, and messaging to send more informed consumers than ever before — their way.”