Millions of French consumers have now heard or read about Le bois, c’est essentiel! – wood is essential – the joint Nordic/French timber promotion campaign which began in November last year.
The Nordic Timber Council (NTC) and the Comité National pour le Developpement du Bois are financing the campaign on a 50:50 basis with a total spend of some €6m over the next three years.
Next on the agenda is a new wave of TV advertising this spring followed by a two-part press campaign in the autumn.
Jan Söderlind, managing director of the NTC and chairman of the campaign steering group, said: “The NTC strategy of co-operating and co-financing generic timber promotion is successful. Today, as a Nordic wood promotion organisation, we are no longer regarded as a competitor, but as an ally and partner which uses its expertise and financial support to help launch efficient campaigns in several European countries.”
Mr Söderlind is optimistic that the promising start in France and the good results from the wood. for good campaign in the UK will inspire other potential partners to co-operate.
The TV advertisement will reappear on screens in May and it will be aired more than 100 times.
In the autumn the two-part press advertising series will focus on providing wood as a material with nearly unlimited uses.
The advertising campaigns are supported by the www.bois.com website which has had more than 50,000 visitors looking for additional information.