UHP leaders have contributed to the program through hands-on involvement in consumer research and brand development, as well as support through financial contributions. Other trade associations involved in the campaign include Appalachian Hardwood Manufacturers Inc., Hardwood Distributors Association, Hardwood Manufacturers Association, Hardwood Council, Hardwood Plywood & Veneer Association, National Hardwood Lumber Association, Penn York Lumberman's Club and Wood Component Manufacturers Association.
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The National Wood Flooring Association (NWFA) has teamed with more than 20 other hardwood trade associations and manufacturers to create a single campaign to raise awareness and promote the use of American hardwoods for the home and building markets. The Unified Hardwood Promotion (UHP) campaign will give the individual groups and companies a cohesive identity and tools to elevate domestic hardwoods as the building material of choice.
UHP leaders have contributed to the program through hands-on involvement in consumer research and brand development, as well as support through financial contributions. Other trade associations involved in the campaign include Appalachian Hardwood Manufacturers Inc., Hardwood Distributors Association, Hardwood Manufacturers Association, Hardwood Council, Hardwood Plywood & Veneer Association, National Hardwood Lumber Association, Penn York Lumberman's Club and Wood Component Manufacturers Association.
The consumer research conducted by the UHP has already yielded results. It found that more than 90 percent of consumers and professionals like hardwood as a material for furniture, flooring, cabinets or building materials, and more than 90 percent of respondents also agree that the strongest impressions of hardwoods relate to the durability and longevity of the material, as well as the ability to create a classic look that never goes out of style. Also, consumers 45 and under showed a marked preference for hardwoods.
A logo and tagline-"Treasured for Generations"-have been created for the campaign as well. Assisting with the campaign is New York-based Gibbs & Soell, which is currently working on a campaign website.
"This unique effort combines the best practices of more than 20 hardwood trade associations and leading product manufacturers who have come together with the common goal of inspiring increased usage of American hardwoods in products from cabinetry to furniture to flooring," said UHP Chairman Terry Brennan.
For more information, call 212/697-2600 or e-mail Audra Hession at [email protected].
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