FOREST PRODUCTS ASSOCIATION BEGINS CAMPAIGN
By Adnews Staff
The Forest Products Association of Canada has begun a campaign intended to describe to Canadians the economic impact of the forest products industry and its forestry management practices. The association speaks for Canadian wood, pulp, and paper companies. The national campaign, created by McMillan of Ottawa, includes direct, outdoor, print, and television advertising. Some creative being used in the Ottawa area is aimed specifically at parliamentarians. Transit shelter posters in that city display the copy, "Canadian wood: supporting MPs for over a century," with an image of a chair from the House of Commons. A direct mail piece sent to all MPs included wood polish for their chairs. Print ads are running in a number of publications read by parliamentarians and civil servants. National television and some newspaper advertising have now joined this effort. A new Web site is also being constructed at <http://www.fpac.ca>. "The client was very open about allowing us not only to develop the campaign, but also to reposition and rebrand the organization," said agency president Gordon McMillan. "The work is clear and compelling, and it really drives home the importance of this industry to Canadians."