Coillte

AdvertisingConsumer Campaign

3 Jul

Written By Tanja Bueck

S E M I - S T A T E A G E N C Y

Coillte

Consumer Campaign | Brand Positioning | Advertising

Context

In 2021 Coillte took the initiative to change their forestry strategy and reposition themselves as a leading player on climate action and the guardian of a well-diversified forestry resource.

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Coillte is the custodian of 7% of Ireland’s land. This is primarily forested land and makes Coillte Ireland's largest forest manager and largest provider of outdoor recreation. Coillte also develops green energy projects, produces panel boards and delivers nature conservation projects of scale.

The Task

To develop a consumer campaign that clearly communicates Coillte’s new focus:

to create a sustainable future
to work with nature for greater biodiversity
to leave an enriched forestry resource

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The redesign needed to resonate with a wide range of stakeholders: the public, consultants, staff, investors, GPs, insurance companies.

Our Approach

Development of a clear and strong positioning statement: ‘A Greener Future for All’

We created a campaign look and feel that felt fresh, exciting and engaging. We brought in the warmth and beauty of carefully selected photography while ensuring an equal representation of the four pillars: climate, wood, nature and people.

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Great care was given to the selection of images to ensure they were appropriate from an Irish forestry perspective and represented a diversity of people.