Forest and Wood Products Australia (FWPA) hosted a launch event in Melbourne Tuesday night, unveiling a new brand to the industry ahead of a consumer advertising campaign next month.
The Ultimate Renewable will promote the sustainability and environmental advantages of Australia’s forest and wood products industry, with the goal of reframing forestry in the eyes of the public.
The messages underpinning the brand will aim to educate the public that Wood is The Ultimate Renewable resource, as it can be replanted and will continually grow back.
The brand offers a universal, positive communications message for the sector to share and was warmly received by more than 100 industry representatives in attendance.
Speaking at the event was Ric Sinclair, Managing Director of FWPA, John Simon, Chairman of FWPA, Peter Maddison, award-winning architect and host of Grand Designs Australia, and Howard Parry-Husbands, CEO of research consultancy Pollinate, which oversaw the consultation process that informed the brand. The Ultimate Renewable brand resulted from extensive collaboration between FWPA, the industry and consumers.
Through a number of focus groups and extensive data analysis, the consultation found that the most impactful messages were the idea of forestry being renewable, providing a wealth of benefits for the environment and tackling climate change, at a time when environmental issues are becoming increasingly important to Australian businesses and consumers.
Parry-Husba...