Image

AU$1.8M 2023 Ultimate Renewable™ campaign unveiled

4 September 2023
After a successful campaign in 2022, FWPA’s The Ultimate Renewable™ 2023 campaign was launched in Canberra Airport on 31st of July and will go live across Australia on 20th August.

The imagery in the new television commercial and campaign challenges the current consumer perceptions of forestry, showing harvested and then replanted trees to reinforce The Ultimate Renewable™ positioning.

Click here to visit the new website.

The new campaign will launch across free to air television, streaming video, out of home, radio, and social media, and is once again presented by popular ambassador Adam Dovile, builder and television presenter. While last year’s message focussed primarily on wood as a building material, the new campaign extends the communication from seedlings to final product and promotes the transgenerational benefits of wood.

Accompanied by videos and images of forestry and children in wood-rich environments, the messaging conveys that by growing and using more certified wood we can tackle climate change for future generations.

“This is an opportunity to reshape consumer perceptions of the industry,” said Sarah Downey, Head of Marketing and Communications at Forest & Wood Products Australia (FWPA), “people are naturally saddened when they see images of a newly harvested forest area, but what they don’t think about is the climate-change-tackling carbon stored in the wood that’s been removed from the atmosphere by growing trees and the replanting of the trees for future generations.”

“Sustainably sourced wood is an important renewable building material, and we should be supporting and celebrating the renewable aspects of its production and use.” The 2023 campaign is expected to achieve great results after the previous campaign resulted in one quarter (25%) of Australians recalling seeing at least one of The Ultimate Renewable™ messages.

The 2023 media buy will see the commercial run throughout top-rating programs such as The Block, Seven and Nine news and both AFL and NRL matches, including their finals series via video on demand.

To truly understand our audience and their perceptions, we launched a comprehensive research journey and have undertaken a brand-new approach to our digital strategy. The launch of a new website coincides with the launch of our 2023 campaign and is a fantastic resource to help you promote The Ultimate Renewable™ message.“

To learn more about this strategy, click here.

Our goal is to facilitate meaningful connections between individuals and sustainable materials. By empowering people to make responsible choices, we aim to benefit both individuals and our planet’s overall well-being.

Through captivating showcases, we aim to demonstrate the beauty, sustainability, and exceptional versatility of forest and wood products. Our intention is to inspire and motivate our audience. We are dedicated to conducting thorough research, presenting information, and fostering collaboration. Our objective is to dispel misconceptions and provide clear, concise information about choosing wood products.

We firmly believe that by shedding light on the remarkable potential of sustainably sourced wood, we empower individuals to make informed decisions that align with their values. Our commitment lies in equipping people with the knowledge and understanding necessary to make choices that have a positive impact. Together, we can contribute to a more sustainable future.

A wide range of free-to-access campaign materials will be available in The Ultimate Renewable™ Digital Toolkit, on the new website. The materials include videos, digital banners, and carefully crafted content that we encourage you to share with your own audience. Together, we can champion sustainability and amplify The Ultimate Renewable™.

Source: FWPA

Read More
Image

Australian timber framing industry gets a boost

Forest and Wood Products Australia (FWPA) is set to spearhead an initiative highlighting the advantages of timber framing in construction, promising a significant boost to its promotion efforts. First established in the Australian Forest Products Association’s Softwood Manufacturing Chamber, and funded by ...
Read more
Image

Who’s transforming our economy with renewable resources?

The opportunities for converting forestry fibre to renewable resources to replace fossil fuel based products are growing every year. The adoption of bioenergy and related technologies / products in New Zealand and internationally, sourced from forestry and wood products companies ...
Read more
Image

New trade agreement a boost for NZ wood processors

Increased export opportunities through the removal of tariffs for 41 wood products included within the ‘Agreement on Climate Change, Trade and Sustainability’ is welcomed by New Zealand’s wood processing and manufacturing industry. ‘Under brand New Zealand we have a leading story to ...
Read more
Image

Södra to become the largest producer of kraft lignin in the world

As a step in the strategy of getting more out of every tree, Södra is now establishing a new business to become a world leader in the production of kraft lignin. Södra’s production facility will be the first commercial facility ...
Read more
Image

Growing the potential of NZ’s forestry sector in partnership

Forestry Minister, Todd McClay, has announced the start of the Government’s plan to restore certainty and confidence in the forestry and wood processing sector. “This government will drive investment to unlock the industry’s economic potential for growth,” Mr McClay says. ...
Read more
Image

Prefab housing – another key to open affordability lock

The use of prefab and modular construction can help to improve the capacity issues the industry is currently facing, HIA Managing Director, Jocelyn Martin said. Ms Martin was speaking at a government roundtable designed to consider the barriers and opportunities for ...
Read more
Image

New generation of logstackers installed in Tasmanian mills

Forico has purchased two New Generation Wagner L90 Logstackers for its mills in northern Tasmania, the first of the new generation machines to be commissioned in Australia. The two new ‘Wagners’ arrived at Long Reach in the East Tamar and Surrey Hills ...
Read more
Image

Pentarch Forestry’s pallet mill in Melbourne is closing

Australia’s largest pallet manufacturing plant, operated by Pentarch Forestry in Dandenong South, Melbourne, will cease operations in July 2024 due to a chronic shortage of hardwood timber. This closure will remove 700,000 hardwood pallets, or about 44% of the country’s ...
Read more
Image

Latest research in hardwood cross-laminated timber

The mass timber industry, renowned for its innovative laminated wood products and potential to significantly reduce carbon emissions, is growing in use for larger construction projects. However, its expansion in areas like Michigan’s Upper Peninsula, with its abundance in hardwood trees, ...
Read more