Visitors to Ecobuild at Earls Court in March will see the new wood for good marketing campaign logo emblazoned on walls and pavements as they approach the venue.
The logo, a set of scales and the slogan “Wood CO2ts Less”, will be picked out on bricks and paving slabs through a process called clean graffiti.
“This works by placing a stencil on the surface and then steam cleaning it, removing the grime in the form of the logo which then stands out clearly from the darker background,” said Stephen Reed of wood for good’s advertising agency Exclaim!
The aim, he said, was to get visitors thinking about the campaign before they get to the show.
“It will also create a strong association between wood for good and Ecobuild,” he added.
In the show itself, The Timber Trade Federation and other campaign supporters will sport wood for good shirts, and ‘embed’ the logo in their display material. They will also distribute the campaign’s new 16-page timber facts leaflet.
“The aim is to build on the first blast of wood for good advertising in the media,” said TTF chief executive John White.
