Alcoa announced today that its Kawneer business, the leading manufacturer of architectural aluminum building products and systems for commercial construction, has launched its 2008 sustainability campaign, reinforcing Kawneer’s commitment to the green movement and highlighting its range of sustainable products. Centered on the key message, “Every Day You Make a Choice, Make a Choice that Counts,” the campaign demonstrates how everyday decisions can make a difference in the future of the planet.
The year-long marketing campaign officially launched this month with the introduction of the 2008 Kawneer calendar, which featured LEED-registered or LEED-certified projects where Kawneer products have been integral to the sustainability solution. The calendar showcases full-color photos of projects that have turned the idea of sustainability into a reality. The calendar was printed on Forest Stewardship Council (FSC) certified paper, contributing to the conservation and responsible management of the world’s forests.
A new ad campaign promotes Kawneer’s “sustainable solutions” approach to environmental design and construction also debuted in January in several trade publications. Appearing as a two-page spread in select magazines and a single page in others, it uses the “choice” theme to illustrate how Kawneer products and systems can help architects, glazing contractors and other members of the building team make solid choices without compromising sustainability.
“At Kawneer, we’re committed to making choices that count – choices that have a positive impact on our communities and the environment,” says Glen Morrison, President, Kawneer North America. “We believe that in choosing Kawneer, customers and architects can make choices that achieve the business, performance and aesthetic goals for their projects, while enhancing the sustainability of those buildings, as well.”
Other aspects of the sustainability campaign currently underway include additional marketing tools for the sales force, an expanded presence at the 2008 Greenbuild International Conference and Expo and a series of product ads that reflect the sustainable launch design and messaging.