Trex® Launches "Engineered Artistry" Marketing Campaign
Chef Tyler Florence and Landscape Architect Lisa Switkin Featured in
Engaging, Interactive Content Exploring Form and Function
WINCHESTER, Va. – February 13, 2013 – Trex Company, the world’s largest manufacturer of wood-alternative decking and railing, has brought together two thought leaders in their respective fields for a multi-faceted marketing campaign focused on the convergence of beauty and technology in outdoor design.
Launching online and in print this month, “Engineered Artistry” allows consumers to engage with authentic and enjoyable content designed to spark discussions about how form and function, performance and artistry come together to create the ultimate outdoor living space. Modeling these conversations – and serving as the focal point of the campaign – are real interactions between culinary artist Tyler Florence and landscape architect Lisa Switkin about topics ranging from art and design to outdoor entertaining and good food – all taking place on a Trex deck in the woods of Virginia.
“With this campaign, Trex is asserting its category leadership – not only through product innovation – but also through marketing that provides true value to consumers via interactive, thought-provoking content,” said Adam Zambanini, vice president of marketing for Trex. “We know that consumers are willing to pay for the best decking on the market, if it will satisfy both their emotional yearnings and rational requirements in equal balance. Our campaign is the first in the industry to weave together these two concepts in a cohesive, meaningful conversation.”
“Engineered Artistry: Conversations on a Deck”
A central component of the campaign is a long-form video “Engineered Artistry: Conversations on a Deck” available at Trex.com. The first in a series, it documents an afternoon Florence and Switkin spent discussing their respective passions, while relaxing over a glass of wine on a sprawling Trex deck. Florence shares his experiences as a chef, restaurant owner, cookbook author and entrepreneur, while Switkin talks about her work designing The High Line – a lush one-mile long park in New York City built on an abandoned railway line – and the Race Street Pier in Philadelphia. Both offer their thoughts on how sustainability, simplicity and originality come together to create inspired outdoor environments.
“This video is only the beginning of the conversations we have planned for the ‘Engineered Artistry’ concept,” said Zambanini. “We envision this campaign evolving into a philosophy that will continue to expand and influence our other marketing efforts.”
In addition to the web video, “Engineered Artistry” print advertisements will appear in national shelter, lifestyle and trade magazines from February through July. Television and radio spots – featuring voiceovers from celebrated actor Martin Sheen – will air during the same time period. Trex also will engage its social communities – specifically on Facebook and YouTube – with ongoing campaign content designed to encourage interaction, commentary and sharing.
“Trex is the ultimate example of how technology and beauty can combine to create something truly revolutionary,” said Ronald W. Kaplan, chairman, president and CEO of Trex. “Through this campaign, we explore how form and function come together in outdoor design – while also engaging potential Trex owners through the ideas and interactions of two well-respected experts on artistry and architecture.”
For more information about Trex Company and to view the “Engineered Artistry: Conversations on a Deck” video featuring Tyler Florence and Lisa Switkin, visit trex.com.
About Trex Company
Trex Company is the world’s largest manufacturer of high performance wood-alternative decking and railing, with more than 20 years of product experience. Stocked in more than 6,000 retail locations worldwide, Trex outdoor living products offer a wide range of style options with fewer ongoing maintenance requirements than wood, as well as a truly environmentally responsible choice. For more information, visit trex.com. You also can follow Trex on Twitter (@Trex_Company) or Pinterest (trexcompany), “like” Trex on Facebook, or view product and demonstration videos on the brand’s YouTube channel (TheTrexCo.).
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