Marketing Magic: Why Wood?

Lonza is getting back to basics with a new campaign centered around the many benefits of real wood.

The "Why Wood" campaign aims to promote the benefits of wood in commercial, residential and industrial construction as a renewable resource that's amenable to performance enhancements.

The company is comparing treated wood in particular (both preservative and fire-retardant) with alternative materials like concrete, steel and composite.

The campaign will consist of literature, infographics, ads, posters and other communications over the coming months.

These will aim to educate people regarding the chemical composition of treated wood, promote key facts about the sustainability of wood products, identify the workability and desirable performance aspects of using treated wood, and highlight market-specific benefits of treated wood over alternatives. Case studies will also factor into this largely.



Aimed largely at primary users like architects, builders, contractors, utilities and railroads, the first component of the campaign (shown below) will aim to educate readers on copper azole treated wood and will be advertised in industry publications, on Lonza's website, and social media.