The Wood Window Alliance (WWA) is launching its first “serious” consumer campaign with a budget of £500,000.
The campaign is fronted by celebrity interior designer Naomi Cleaver and will run until the end of 2013. It involves a makeover competition, a home interest magazine campaign starting in November and major consumer advertising through the second half of 2012 into 2013.
The initial £500,000 autumn campaign is supported by Swedish Wood (Skogsindustrierna).
As well as running her own design business, Naomi Cleaver has appeared on two Channel 4 home improvement shows, Grand Designs: Trade Secrets and Honey, I ruined the house.
The WWA teaser campaign starts on November 24 and runs for two weeks as full page or half page advertisements in home interest magazines, including Homes & Gardens, Homebuilding & Renovation, Real Homes and Grand Designs. It is designed to reach a net readership of 5-6 million adults.
Three winning homes will be chosen, each owner receiving £5,000 towards the cost of new timber windows.
“Up until now, we’ve focused on the public sector, where we’ve done a lot of good work, not least with our embodied carbon research by Davis Langdon and our Service Life research by Imperial College London,” said Sean Parnaby, chairman of the alliance.
“But we recognise that to make a real difference to timber’s share of the windows market, we have to address the largest sector. And that means home improvement – some 70% of the market. With the support of Swedish Wood, we’re embarking on our most ambitious plans ever. Make no mistake, we’re taking this seriously.”
WWA members will be able to use Naomi’s image on their websites and literature.
Meanwhile, WWA has also welcomed new members the Benlowe Group and Paddock Fabrications.
At the alliance’s December meeting, the results of its laminated timber sub-committee’s work will be revealed. The meeting will also look at new market data, explore new developments in beading and review the campaign.
