Mohawk is promoting its fourth annual Mohawk Anniversary Month sales event with a fairytale theme in keeping with its current ad campaign. Called "The Fairest of Them All," the promotion is backed by national television, print, and Internet ads to draw consumers.

"Research shows that consumers are responding extremely well to the campaign, and we want to carry that momentum into dealer showrooms." said Manny Llerena, v.p. of Mohawk's retail marketing.

According to the company, more than 90 percent of Mohawk's aligned dealers participate in Mohawk Anniversary Month with many reporting double-digit percentage sales increases.

"Studies we have done indicate that the Mohawk name is the most recognized in floor covering," Llerena noted. "So we're focused on creating new ways to leverage the Mohawk brand experience to build store traffic and enhance consumer confidence."

Mohawk Anniversary Month runs now through Nov. 4.