Here comes another campaign to promote print

Push to promote print gains further traction with launch of new campaign at next year's PrintEx tradeshow.

At a time when the industry is under attack for being too fragmented, Power of Print, hopes to bring together a "united messgae."

According to PrintEx11 chairman, Mitch Mulligan, (pictured), funds of $70,000, will be used to ensure the tradeshow provides a single voice to promote print to advertisers and designers, marketers and corporate print buyers, government, students and other key markets.

“For years, now, we’ve been saying that we need to unite as an industry to counter misinformation and promote print … yet to this point, while individual bodies have done excellent work with promotion and resources, very little has been done to present that united message,” Mulligan said.

The campaign, which will run under the exhibition’s unofficial theme of the ‘Power of Print’, will involve the strong promotion of print’s key benefits, an emphasis on sustainability, examples of effective print products and campaigns, illustration of the scope for creativity, and examples of the integration of print into multi-channel campaigns.

“We have some exciting promotional ideas in the pipeline,” Mulligan said. “We are also looking forward to working with other industry associations such as APIA, FSC and others, to demonstrate the many positive benefits of print and the innovative ways in which it can be used within today’s diverse media mix.”

Bernard Cassell, chairman of the paper – part of everyday campaign, was unavailable for comment on what APIA thought of the new campaign.