Plastecowood – trade media relations campaign
Plastecowood manufacturers produce a timber substitute made from waste plastic known as Smartawood. The lumber is used for fencing, decking, boardwalks, steps, signage and in pre-assembled products such as park furniture and crates. Third Rock Communications were appointed to promote Plastecowood’s products at a time when concerns about waste plastic in the world’s oceans had been raised following David Attenborough’s Blue Planet II series and the Chinese government had announced it would no longer accept waste plastic for recycling from other countries.
What We Did
The client’s target audiences span multiple sectors so the first task was to prioritise those the campaign needed to focus on, then recommend appropriate media channels for each. We then used the current news agenda to associate Plastecowood’s products as a positive solution to the waste plastic crisis. Stories were issued to the national media, highlighting a British-based firm was demonstrating how a positive outcome could be found for the problem of waste plastic. Features were created and offered to sector media, showcasing Smartawood installed by a range of customers such as local authorities, garden centres, youth activity/education centres and RSPB nature reserves. New product press releases illustrated how Smartawood might be applied to each specific audience’s needs.
Editorial coverage was achieved across a range of priority channels including Recycling & Waste, Equestrian, Housing, Construction, Facilities Management and Environmental. The Sunday Times were interested in running a piece about the company but this was declined due to commercial sensitive information being required by the journalist. ITV Wales filmed at the Plastecowood plant, featuring a piece about Smartawood on its evening news programme.