MONTREAL, Sept. 17 -- Following its recent acquisition of four U.S. paper mills, Domtar Inc. this month launched an ad campaign to reveal its new look and feel to its customers: graphic designers, commercial printers, publishers, and office supply buyers.
"We greatly increased the depth and range of our product lines through these recent acquisitions. We are now the third largest producer of uncoated freesheet paper in North America," said Scott Townsend, Domtar's director of advertising, promotions and branding. "As we grow the business, though, we are extremely careful to preserve the people-oriented culture that makes Domtar unique in the paper industry. This ad campaign communicates our core values and the different feel customers can expect when they do business with us."
BBDO created the campaign, dubbed "A Different Feel." The campaign runs in industry trade publications from September 2002 through February 2003. The media buy is valued in the multiple six-figure range.
To emphasize the unique personal relationship that Domtar nurtures with its customers, the ads focus on the individuality of the company's employees. Each of the five ads shows a company employee candidly expressing himself or herself with paper.
In one of them, Gerry Gray, vice president of sales for the wood product group in Montreal, is shown eating a bowl of spaghetti in a restaurant. He is glancing around mischievously because he is using the paper table cover as a bib. Another ad depicts Jane Walker, supervisor of office administration in Ashdown, Ark., balancing a book on her head. In another, Paul Richard, corporate manager of logistics services in Montreal, is shown alone at a conference table, playing around with paper telescopes.
Each of the ads features the slogan, "paper would be boring without people."
"Everyone needs to buy paper, so our goal was to convey the human element that makes Domtar stand out in its industry," said BBDO Montreal vice president of creative Martin Beauvais, the creative director on the campaign. "We aimed to capture the sense of fun, spontaneity and approachability that creates the different feel to the way Domtar approaches its business and customer relationships."
Domtar is the third largest producer of uncoated freesheet paper in North America. It is also a leading manufacturer of business papers, printing and publishing papers, and specialty and technical papers. Domtar manages, according to internationally recognized standards, 22 million acres of forestland in Canada and the United States, and produces lumber and other wood products. Domtar has 12,500 employees across North America. The Company also has a 50% investment interest in Norampac Inc., the largest Canadian producer of containerboard.
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