The forest and wood products sector has much to celebrate with the results of the latest The Ultimate Renewable™ (TUR) campaign.
Public acceptance for wood is high. The results of a consumer survey clearly show an increased awareness of using and choosing wood when considering building projects. Awareness of wood’s tangible benefits and the overriding sustainable nature of wood products has also improved.
The TUR campaign launched in June 2022 and included free-to-air television commercials screened across eight networks, featuring new brand ambassador Adam Dovile – a face already known and trusted by many through his regular appearances on Seven’s Better Homes & Gardens.
Its aim was ‘to reinforce public awareness of the sustainable nature of wood and wood products.’
An online survey, undertaken in August, garnered 1,000 responses from members of the community aged 18 and over to evaluate the success of the campaign.
The results were remarkable:
- 14 per cent of all those surveyed recalled an advertisement about the benefits of wood.
- One in seven recognised the TUR logo.
- One in five saw and recalled at least one television commercial – this was particularly the case among 18 to 35-year-olds.
- Crucially, two thirds of respondents claimed they are more likely to use wood because of exposure to this campaign.
- Television appeared to have the greatest impact.
- Outdoor and online campaigns attracted the under 45s.
- The level of recognition was the same as the previous TUR campaign which ran in 2019, proving that brand recognition has been maintained amongst consumers.
- There was also a 30 per cent increase in the recognition of Adam Dovile as brand ambassador, when compared to his predecessor Peter Maddison.
Andrew Leighton, CEO of FWPA said, “Increased interest in sustainability among Australians was one of the key influencers that led us to resume consumer advertising for The Ultimate Renewable™.
“With companies and brands across every sector keen to demonstrate an authentic commitment to the environment, The Ultimate Renewable™ equips the forest and wood products industry with a brand that showcases wood’s sustainability and its many other benefits.”
Stakeholders from across the industry continue to enthusiastically incorporate the TUR brand into their own collateral, further helping to spread its important messages, by downloading the logo, banner ads and videos for use on everything from letterheads to invoices, websites, truck signage, packaging – and even branded cupcakes!
Eileen Newbury, Head of Marketing and Communications at FWPA said, “Response to The Ultimate Renewable™ campaign continues to be incredibly positive. It is heartening to see the brand embraced by industry and consumers alike.
“With the recent marketing activity having stimulated fresh interest in the brand among consumers, there’s no better time for members to consider incorporating TUR assets into their own promotional collateral.”
Since the launch of the latest campaign there has been a clear surge in signups from industry members to the TUR program – a clear sign that those who work directly with the buying public share undeniable confidence in the brand.
Samples of how your organisation uses TUR logo may be submitted here: info@theultimaterenewable.com.au
