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Big Pro-wood Campaign Working In UK

Big Pro-wood Campaign Working In UK

A huge softwood promotion campaign in Britain costing NZ$28 million over three years is starting to produce good results with architects, builders, project planners and the retail sector. The wood.for good campaign is 85% funded by the Nordic Timber Council with the balance coming from UK-based forest and wood products organisations. The objective is to increase the use of wood in the UK market, and its specific targets are: a 20% increase in sawn softwood consumption in three years; to change negative attitudes toward wood; to increase sawn softwood consumption in the UK to 12 million cubic metres over the longer term. According to a campaign progress report released this week, sawn softwood consumption in the UK has increased some 600,000 cubic metres since the promotion was launched two years ago. Plywood and engineered wood consumption have also increased. Wood.for good has also strengthened positive British attitudes toward wood and timber products. The campaign has used advertising (television and press) to achieve high initial awareness, but from here on, seminars, trade fairs, educational material and direct dealings with local trade and industry will take up more of the budget.


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