PM Publisher George Zebrowski attended last week's meeting of the Hydronics Industry Alliance (HIA), marketing arm of the Hydronics Institute, and reported that Canada's "Beautiful Heat" marketing campaign is apparently getting traction.
PMPublisherGeorge Zebrowskiattended last week's meeting of
the Hydronics Industry Alliance (HIA), marketing arm of the Hydronics
Institute, and reported that Canada's "Beautiful Heat" marketing
campaign is apparently getting traction. The Canadian Hydronics
Council is planning to fund it via a 2% levy on all residential
hydronic heating products sold in Canada.
proposal was initially presented to 10 industry companies, of
which two have already signed on and another four have agreed in
principle, while three others are doing due diligence. If all 10 companies came
aboard it would be a $2.7 million program. About 44% of the needed money is
said to have already been pledged or accounted for.
Hydronics Institute in the U.S. is looking into the possibility of moving
its marketing arm, the Hydronics Industry Alliance, over to the Radiant
Panel Association in an effort to expand its funding base -- last year's
budget was only $75,000. The HI and RPA executive committees are
scheduled to meet June 29 to discuss this proposal, though it is purely an
reports that both Canadian and U.S. hydronics execs know they are facing a
fundamental problem. Aside from industry insiders, almost nobody
knows what "hydronics" means. It's a term the industry made
up around a half-century ago as promotional shorthand to describe
both steam and hot water heating, but it has never caught on
with the public.
"Beautiful Heat" Gains Traction
June 9, 2010