Domtar's 'PAPERbecause' Print Campaign Touts Paper Value, Sustainability
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Domtar Corp., Montreal, Que., Canada, is extending its PAPERbecause campaign with a series of new print ads that show why paper still plays a vital role in everything from today's business meetings to educating tomorrow's business leaders. The print ads will begin this month in leading paper, graphic design, and printing trade publications.
The campaign will expand in the first quarter to include prominent consumer publications such as Fast Company, National Geographic, and The New York Times. The print campaign shows how using paper responsibly makes sense in our homes and professional lives, and how it's also an environmentally sound choice. The print ads will join a series of videos and banner ads appearing on a variety of websites.
"The PAPERbecause print campaign gives Domtar a platform to show how paper, a sustainable, renewable, and recyclable product, fits so nicely into our lives," said Lewis Fix, VP of Sustainable Business and Brand Management at Domtar. "Domtar is a leader in sustainable paper production, and we promote the responsible use of paper. PAPERbecause reminds people of why paper is so vital today."
Since Domtar unveiled the PAPERbecause campaign last year, there has been substantial support from paper industry, printing, graphic design, and marketing partners. Many have picked up elements of the campaign and provided significant exposure on websites, in catalogs, at conferences, and other outlets.
"PAPERbecause demonstrates that paper is sustainable, personal, and purposeful. It's easier to learn on paper, senior executives prefer print versus online information, people make purchases as a result of direct mail, and paper is one of the most recycled products on the planet—more than 63% of paper gets recycled," noted Fix. "That's a pretty exciting story about a product that has been in use for more than 2,000 years."
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