a forest walk

Imagine exploring the world of wood products by immersing yourself in the sights, sounds, textures and fragrance of a deep forest. That was the experience we helped create for Willamette Industries at the International Builders’ Show. The idea was to highlight Willamette’s commitment to sustainable forestry with a unique trade show exhibit and promotional campaign. To bring it to life, we recreated a forest walk and staffed it with real-life foresters to offer forest education and insights:

• A pre-show mailer that 44% of booth traffic reported seeing
• Traffic-generating giveaways such as seed kits and outdoor attire
• A “log” book (!) to capture attendee contact info with an offer to plant a tree in their name
• Themed dress for sales staff and foresters

Results? The campaign received Exhibitor magazine’s Sizzle Award for Best Integrated Marketing Campaign of the Year. View the booth here. 2 3 4