Campaign promotes print’s role in everyday life

Campaign promotes print’s role in everyday life

A campaign highlighting the importance of the printed word in everyday life has been launched this month.

Throughout New Zealand over 100 print champions have, to date, confirmed their support for the Part of Life initiative being promoted by PrintNZ, the print industry association. More Print Champions are signing up every day.

There are two major parts to the campaign. The first phase, via direct mail, has targeted 2000 print buyers including people working in advertising, marketing and communications.

In May the second phase will, via multi-media advertising, target consumers.

A website – www.partoflife.co.nz - has been set up to reinforce the Part of Life campaign.

Chief executive Joan Grace says the campaign is the most comprehensive initiative undertaken by PrintNZ.

“Our aim is to provide positive information about print and the role print plays in everybody’s life and therefore, why it should be an essential part of any successful marketing campaign.”

“The messages extend to the often tricky area of environmental impact, where it has been vital to source information and highlight the significant improvements made by the New Zealand print industry in reducing its environmental impact.”

The Part of Life campaign has followed on from research into consumers’ and print buyers’ perceptions of print.

The research found consumers enjoy the quality, portability, tangibility and freedom of print. In particular they love relaxing with a good book or magazine. Consumers also have concerns about the environmental implications of using and disposing of print.

Print buyers are aware of the technological advances taking place in the print industry and the on-going work to reduce environmental impact. For print buyers, the aim of the campaign is to emphasise the fact that print should be part of every marketing campaign.

ENDS

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