Wood. Naturally Better. ™
Wood. Naturally Better.™ is an industry initiative designed to promote the many benefits of wood. Launched in late 2008, the campaign has consisted of print and online advertising and promotional activities supported by a website. The Wood. Naturally Better.™ campaign has achieved levels of advertising awareness that exceed benchmarks set by similar campaigns.
Visit the Wood. Naturally Better.™ website at www.naturallybetter.com.au
Wood - the material Australians love
As a material, wood occupies a unique place in Australian lives and markets. It is familiar to every person of every age and ubiquitous, providing form, function, fuel and more. Wood is so prevalent that paradoxically, it is often unnoticed.
Unifying a fragmented industry
The Australian forest and wood products industry is historically segmented and diverse. From forest growers and saw millers to importers, merchants and manufacturers, the industry is a major employer with approximately 76,800 people and an annual turnover of $23.0 billion.
Researching people's attitudes to wood
Consumer research (both qualitative tracking and quantitative), has informed the planning and ongoing development of Wood. Naturally Better.™
Wood. Naturally Better.™ Sponsorships and Promotions
To broaden the reach of of the Wood. Naturally Better.™ message, targeted sponsorships and promotions are used to involve and inform specific audiences.
The major sponsorship activity is with Planet Ark described below, another example is:
- National Carpenters Day - www.carpentersday.com.au
Wood. Naturally Better.™ and Planet Ark Wood for Life
In 2011 a partnership with Planet Ark was announced in which Wood. Naturally Better.™ will become the major sponsor of Planet Ark's Wood for Life campaign.
Consumer research indicates that Planet Ark is one of Australia's better known and most highly regarded environmental organisations with an aided awareness of more than 80%.
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