ANNUAL REPORT 09/10 - Forest and Wood Products Australia

20 | OPERATIONS
The Wood. Naturally Better.
Program
The fi rst stage of Wood. Naturally Better. consumer
print advertising was created to reinforce the perception
that wood was beautiful, fashionable and even
aspirational. It also introduced the fact that (because
it stores carbon) wood helps tackle climate change –
market research showed that this was unknown by more
than 60% of Australian adults.
In March 2010 the campaign evolved to build upon on
the established base with new print advertising and a
range of other communication and resource initiatives
aimed at both consumer and specifi er markets.
New fresh look print advertising
New print ads have been designed to refresh the imagery
and incorporate information gained during the latest
research. The new “You can tackle…” campaign has
three versions. Each focuses on a specifi c area in which
wood is used: construction (framing), interior (fl oor and
furniture) and exterior (cladding and landscaping).
Media placement in weekend magazines, homemaker
magazines and online commenced in March 2010
and ran through to May 2010. Print advertising was
complemented by a series of online banners and, for the
fi rst time, keyword advertisements.
In terms of total reach to all people over the age of 18,
the magazine and press activity reached 11,599,000
Australians (Source: Roy Morgan Asteroid data).
Between 1 January and 30 June, the online advertising
delivered 1,307,513 impressions, 1919 clicks and
466,675 unique views.
The construction advertisement from the new campaign
FWPA ANNUAL REPORT 09/10
Association with term ‘environmentally friendly’
Respondents
%
70
60
50
40
30
20
10
0
59%
Wood
19%
Bricks
11%
Steel
Landing page for online advertising
6% 5%
Concrete
Plastic