Communicating for impact
2021 AWARD FINALIST
Sponsored by Kind&Co
NZ Panels Group launched Track My Tree to provide a fully documented chain of custody for every logged tree made into veneer panels. This tracks the tree from slicing and pressing, to invoicing and onto dispatch. Track My Tree encourages customers to ask about the origin of products and suppliers to provide credible proof of origin.
Track My Tree assigns each logged tree with a unique code. Customers can enter this into a database to view the product’s verified origin. Track My Tree promotes veneer panels as a more sustainable option than solid timber – one cubic metre of solid timber yields 900 square metres of veneer.
NZ Panels Group promoted the Track My Tree story through a comprehensive network of communication channels. This includes a video filmed on the West Coast of the South Island and a direct mail campaign. A targeted audience of 30,000 was reached through EBOSS articles (online library of architectural suppliers), nearly 18,000 via the Archipro platform, and 5000+ through architectural magazines.