WWA goes straight to the heart of its campaign

A The Wood Window Alliance product story

Edited by the Buildingtalk editorial team Aug 16, 2007

Wood Window Alliance unveils distinctive brandmark which will identify its members' products as meeting independently audited quality standards.

The new marketing campaign for the UK timber window industry, the Wood Window Alliance (WWA), has unveiled the distinctive brandmark which will identify its members' products as meeting independently audited quality standards.

Featuring heart and tree symbols on a wood effect background the brandmark will appear alongside the campaign slogan "Wood".

"At the Heart of a Good Window" to communicate the quality standards of members' products.

The mark will also be used to impress upon a wider market the environmental and sustainability credentials of wood windows.

The Alliance intends to establish independently audited qualifying criteria for manufacturers to confirm the high performance of their products.

As the WWA moves towards its official launch at 100% Detail at Earls Court (20 September) campaign planning is well underway with advertising and PR launching in the autumn and a further big push expected in spring 2008 when home improvement and property maintenance is high on the seasonal agenda.

Administered by the British Woodworking Federation (BWF), the campaign will focus on professional, trade and consumer audiences with the key objectives of communicating the performance, durability and sustainability of 21st century timber windows and addressing some of the old misconceptions revealed by research.

Duncan Forster from campaign founding member Allan Brothers Limited, says: "We went for this quite simple brandmark because it reflects the warmth and appeal of timber as the natural choice for windows".

"The heart symbol and the natural colours will resonate with customers, building recognition of both the campaign and the superlative quality of our products".

"Never before have so many companies come together to create such a powerful marketing campaign for quality wood windows in the UK.

There is tremendous enthusiasm among our members and they just can't wait to get started.".