The toolbox will be the first output from Wood Growing Cities – The European Wood Promotion (EWP) project, which was launched by the European Timber Trade Federation (ETTF) and European Organisation of the Sawmill Industry (EOS) at last year’s International Softwood Conference. The aim of the initiative is to provide the EU industry with shared tools and common messages to maximise the impact of individual national campaigns and promotions.
The initiative is being co-ordinated by European Wood, a body with French, Norwegian, Austrian and Swedish board members, which promotes modern European timber buildings worldwide, while Brussels marketing agency Schuttelaar & Partners is creating the core marketing material.
According to Schuttelaar’s Annejet Pette, the project has made a strong start, backed by enthusiastic support Europe-wide.
"A key element is connecting national timber promotion bodies to encourage sharing of ideas and best practice and we have already held very positive meetings, including a workshop where they discussed and presented their activities, marketing tools and evidence used to underpin their arguments," she said. "We’ve also set up a working group to help develop the campaign material."
The target of the EWP in its initial phase will be the use of wood in construction.
"In particular the focus will be timber’s suitability for the urban built environment, its carbon and energy benefits, technical performance, and potential to help buildings satisfy green building codes," said Ms Pette.
The marketing toolbox, set for launch in May, will comprise a range of materials, which not only the national promotion bodies, but also individual companies can use.
"An important element will be construction case studies, with illustrations, technical specification and environmental data, " said Ms Pette. "The aim is also to create a market overview, to develop the wider story of how timber is being used in urban development across Europe."
Initially scheduled to run for three years, the EWP hopes to recruit building professional "timber champions" to communicate and develop the campaign messages.
? Courtesy ETTF.
