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Sappi Launches Life with Print Brand Campaign in North America

Wednesday, May 19, 2004

Press release from the issuing company

DUSSELDORF, Germany, May 18 -- In a paper industry first, Sappi Fine Paper North America has launched an innovative brand campaign, "Life with Print," that examines the importance of print in our lives and advocates for the print industry at a time when print's share of the communications dollar continues to fall. "The Sappi 'Life with Print' campaign really celebrates the truly unique way print adds value to capturing memories, capturing imagination, and capturing attention to build brands, sell goods, and deliver corporate messages," said Jonathan Leslie, CEO, Sappi Limited. "While the campaign promotes Sappi's coated fine paper product line, it's really about print's impact on the various market segments in our industry. Because what's most important is what our products go on to become -- the magazines, inserts, calendars, brochures, books, annual reports, and catalogs that are such an indispensable part of our lives and an indispensable part of corporate communications." The campaign launched with a book entitled, "Life with Print," that features award-winning print advertising campaigns and explores the effectiveness of magazines, catalogs, direct mail, and corporate communications. The Sappi "Life with Print" book also provides case histories and hard data on the advantages of print in reaching consumers and building brands when compared to other media. In addition to the book, Sappi "Life with Print" advertising inserts will appear in several business magazines, as well as a number of advertising and printing trade publications. "The goal of our 'Life with Print' campaign is to celebrate the power of printing excellence and the power of paper," said Leslie. "When people read print, they do it on purpose, so they do it with purpose. If someone reads print, they've already given advertisers, retailers, and corporate communicators permission to speak to them. This is what makes the print medium so unique and so powerful. Nothing engages like print, and no one is more committed to enhancing the print experience than Sappi."

 

 

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