The first national campaign promoting timber windows in builders and timber merchants gets under way next week.
The British Woodworking Federation (BWF) is sending a campaign poster to 1,500 UK merchants along with leaflets and copies of the ‘Wood Windows… the inspired choice’ brochure.
The campaign is complemented by Wood for Good adverts promoting BWF accredited windows in consumer magazines, which have already resulted in more than 700 brochure requests.
Wood for Good said the ads showed an ‘enormous appetite’ among consumers for quality assured timber windows.
BWF director Kevin Cubbage said the aim was for the federation’s accreditation scheme label to become so well known that it had the ‘must have’ factor, like designer clothes labels.
Explaining the advertising to merchants, Mr Cubbage said: ‘We have tried to grab their attention but it’s the designer label which is the look we are trying establish – the fact that if you get a window with a BWF label on, it is going to perform.’
He said the poster image was suggested by the advertising agency as a way of attracting builders and carpenters. ‘But we did not want to do what the PVCu industry has done and that is show virtually naked ladies draped over their windows.’
The campaign is costing ‘a significant sum’, he added.
He did not think timber window prices would be an issue in builders’ minds when buying from merchants, as good quality factory fitted timber windows could be provided at similar prices to PVCu.
