A multi-layered campaign to promote PVC-U executed by MRA
Marketing on behalf of Crystal Direct is turning heads at every level of the
window industry. Under the banner of Fighting Back With Facts, the campaign has
been launched with four key strands:
- website (www.fightingbackwithfacts.com)
including an online poll (offering a revealing snapshot of industry opinion) and
a forum providing a much-needed platform for debate;
- direct mail campaign sent to over 12,000 installers by
Crystal;
- magazine advert appearing in no fewer than ten industry
magazines;
- free downloadable factsheet to help installers combat the growing
tide of misinformation and anti-PVC propaganda with hard facts about PVC-U and
its impressive environmental credentials.
All four elements of the campaign were designed and written
by MRA Marketing’s in house teams.
Lucia Di Stazio,
MRA Marketing’s Director and PR manager, explains some of the background to the
campaign: “In recent years the window industry has failed to effectively
promote the benefits of PVC-U. As a result, PVC-U had started to lose ground in
the face of aggressive marketing by manufacturers of alternative materials,
particularly timber. Martin Randall,
Crystal’s
Chairman, wanted to take back the initiative with a powerful campaign on behalf
of the whole industry. In particular Martin wanted to reach out to installers and
fabricators and encourage them to contribute to the debate and promote PVC-U
with confidence based on facts, countering the misinformation put out by the
timber lobby. And that’s exactly what he’s done. In a very short space of time, Martin’s
ambitious and bold initiative has started to deliver real results. I’m
delighted with the campaign’s initial impact but this is only the beginning.
Watch this space.”
