NZ Wood advertising campaign launching on 1 December this year.
The aim of this campaign is to promote and profile the forest growing industry in a positive light and to educate the general public and politicians about the huge value the industry brings to New Zealand and New Zealanders.
The concept "Love our forests" underpins all the reasons that forestry is great. We have used real people to tell the story and in the process, found some great talent lurking in the forestry industry!
For this first phase of the campaign we have chosen three key areas:
These three themes have been created for both billboards and magazines/newspapers.
The billboards are being placed at Wellington airport – one external billboard and two internal digital billboards. For those with exisiting billboards NZ Wood can provide the billboard images for your use if you want to upgrade. For any new billboards (and we encourage you to consider this) NZ Wood will provide the image / skin and the company would provide frame.
The print campaign is running in Kia Ora magazine (Air New Zealand's inflight magazine), NZ Logger and Sunday Star Times.
This first phase of the campaign will run through until March/April 2016.
We are also undertaking research to assist in understanding current perspectives and perceptions about the forestry industry which will help shape the strategy of future advertising and public relations work. While the preliminary results have been prepared there is still further work to be undertaken so we can provide a comprehensive package to the industry on the longer-term NZ Wood strategy based on that data.
On behalf of the FOA/FFA promotions committee I welcome your comments and feedback on the campaign (and whether you want new billboards).