Forest and Wood Products Australia’s (FWPA’s) consumer advertising campaign for The Ultimate Renewable commenced this week, and industry is reminded to maximise the opportunities offered by the new brand. Source: Timberbiz
Featuring award-winning architect and host of Grand Designs Australia, Peter Maddison, the advertisements appeared on television from 30 June and will go for four weeks, as well as appearing on social media, billboards and displays at train stations, and print mediums until mid- September.
The large-scale, multi-channel campaign covers all major and regional Australian cities and directs audiences to Planet Ark’s Make It Wood website.
Eileen Newbury, National Marketing and Communications Manager of FWPA, urges industry members to work together to share the positive message behind the brand.
“As the consumer campaign kicks off, it presents a fantastic opportunity for industry across the entire supply chain to be involved.
“The videos and brand materials are available for industry to use in their communications, and we’ve produced variations of the logo to suit different industry sectors for use in their own collateral,” said Ms Newbury.
The advertisements offer a fresh new narrative around forestry that most of the public are unaware of – that wood is a continually renewable resource and that trees in Australia’s commercial forests are replanted.
“Extensive research by consultancy Pollinate and many months of planning – and lots of blood, sweat and tears – have gone into these 30 and 15 second clips. FWPA is committed to educating the public that Wood is The Ultimate Renewable™ resource.
“We have invested in this campaign because we believe increased public understanding and acceptance of forestry will benefit our member companies by attracting investment and driving demand for wood and wood products,” Ms Newbury said.
The Ultimate Renewable™ materials including logos, a 30-second video, a 15-second softwood video and a 15-second hardwood video, can be downloaded on the FWPA website.
