Targeting Multiple Channels For Finnforest

The Finnforest PR account is a great example of how a PR team has to adapt its approach to achieve coverage across a broad - and differing - range of titles.

CIB has worked on the Finnforest account for almost three years and targets the merchant, builder, housebuilder, architectural and public sector press on its behalf. The account is split between architectural and building, promoting the company’s engineered timber solutions and channel marketing, supporting the merchant distribution side of the business.

On the architectural side, success is built on a ‘wow factor’ and Emmie and Steph work hard to bring interesting projects to the attention of key journalists, with major wins including features in AJ Specification, Architecture Today and Building on Finnforest’s involvement in the Mariinsky Theatre in St Petersburg, Charles De Gaulle Airport and Aylesbury Theatre.

Lateral thinking is required to ensure that on the distribution side, Finnforest maintains a strong presence in the four key publications. So successful was the year-long Lumber Up series in Professional Builder that a variant on the theme was agreed the following year. For the Finnishing Touch series, Emmie visited a merchant each month with Finnforest’s resident timber expert offering on the spot advice, which was covered in a monthly report.  On the merchant side, CIB makes sure that Finnforest representatives are always on hand for industry comment and the remit extends far beyond timber, with Finnforest regularly contributing to articles on logistics, marketing and supply chain management. 

Since starting work with Finnforest, CIB has achieved over 22,000 single column centimetres of coverage (proudly displayed by Emmie on the photo!!)

“With a business that spans very distinct market sectors it is important for Finnforest to have an agency that can manage multiple channels, messages and editorial relationships.  CIB has, and continues to, deliver on all fronts - the quality of our editorial coverage is testimony to this.”

Warren Dudding, Head of Marketing, Finnforest UK.