NEWS: US timber body branches out in Europe with Milner

The American Forest and Paper Association (AF&PA), the representative body for US timber producers, is investing in a pan-European PR drive to raise awareness of its sustainable growing methods.

The American Forest and Paper Association (AF&PA), the representative

body for US timber producers, is investing in a pan-European PR drive to

raise awareness of its sustainable growing methods.



The organisation has handed Leeds-based agency Milner Communications a

three-year contract to execute the campaign, which will also promote the

benefits of choosing American wood.



Milner has been briefed to target ‘end users’ like architects and

furniture makers in the UK, France, Germany, Belgium, Holland, Spain and

Italy, via industry titles like Building Design and Architects Journal.



It is also planning to launch a second-phase campaign aimed at retailers

and consumers promoting the versatility and range of US wood.



‘There has been a lot of negative publicity on the timber industry,’

said Milner chairman Brian Milner. ‘We are trying to inform people of

the vast resource in North American which is being well managed.’



Milner lost the account for AF&PA subsidiary the American Hardwood

Export Council last year (PR Week, 7 July 1995).



Aside from winning the AF&PA contract, the agency was also hired last

month on a three-year contract for another part of AF&PA: the American

Softwoods industry.



AF&PA also represents the Southern Pine Council, Western Wood Products



Association and APA - the Engineering Wood Assoc-iation.



Reforestation in the US outweighs harvest and losses to disease by 33

per cent, with over four million new trees being planted every day -

equivalent to more than five new trees each year for every US citizen.



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