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When Hyne Tim­ber re­leased its new Glue Lam­i­nated Tim­ber (GLT) cam­paign ear­lier this year it wasn’t ex­actly what you’d ex­pect from an Aus­tralian soft­wood pro­ces­sor. Play­ing on the love story Hyne Tim­ber has with Aus­tralian pine, and with a fo­cus on build­ing re­la­tion­ships at ev­ery stage of the de­sign and con­struc­tion jour­ney, the new cam­paign fea­tured plenty of cheeky puns and in­nu­endo… and it cer­tainly got to the heart of dis­cern­ing clients! It’s all part of Hyne Tim­ber’s ser­vice-based mar­ket­ing strat­egy which sees the com­pany work­ing closely with both the spec­i­fi­ca­tion and con­struc­tion sup­ply chains. “We’re re­ally happy with this play­ful ap­proach and hope it will in­spire prod­uct spec­i­fiers to rekin­dle their pas­sion with GLT,” said Jeremy Mead, Hyne Tim­ber’s Na­tional Sales and Mar­ket­ing Man­ager. “The aim was to find the fun an­gle in a time when com­plex is­sues like non-com­pli­ance, in­creased reg­u­la­tion and am­bi­tious sus­tain­abil­ity goals are in­creas­ingly be­com­ing key mo­ti­va­tors in our in­dus­try. It’s a cru­cial step in driv­ing en­gage­ment and in­ter­est in very com­plex top­ics. “It com­ple­ments our T3 Green Plus video cam­paign in its ef­fort to dif­fer­en­ti­ate Hyne Tim­ber, while mo­ti­vat­ing the build­ing trades to get more fa­mil­iar with the prod­ucts they’re us­ing. “It’s a the­ory we’ve bor­rowed from the edu­tain­ment in­dus­try, and has seen us de­velop un­be­liev­ably strong en­gage­ment and in­ter­est.”

“Cru­cial step in driv­ing en­gage­ment and in­ter­est in very com­plex top­ics”

Tak­ing a quick look at Hyne’s new brochure, the clever mar­ket­ing of the “love” theme gets the GLT mes­sage across like never be­fore … + It’s the story of in­nate beauty, en­dur­ing con­nec­tions and a nat­u­ral strength that spans great dis­tances. + It’s the story of bold looks, in­fi­nite pos­si­bil­i­ties and “hap­pily ever after”. + When tim­ber sec­tions are metic­u­lously se­lected, lov­ingly ar­ranged and glued to­gether with ex­treme pre­ci­sion, a bond like no other is formed. + Tech­nol­ogy sparks many modern ro­mances. This one is no dif­fer­ent. + Cho­sen for its nat­u­ral aes­thetic and struc­tural prop­er­ties, our tim­ber is be­ing used in ex­tra­or­di­nary ways. It just goes to show that with love, all things are pos­si­ble. + At the heart of ev­ery great re­la­tion­ship is com­mu­ni­ca­tion. At Hyne Tim­ber, we work hand-in-hand with you through the de­sign, en­gi­neer­ing and con­struc­tion jour­ney. + This isn’t the end of the story. It’s just the be­gin­ning! The whole thing is a breath of fresh air, es­pe­cially when, gen­er­ally speak­ing, much fo­cus th­ese days is on bad news.

Ash­leigh Muller, Jeremy Mead and Lil­iane Kao from the Hyne Tim­ber Mar­ket­ing Team.

Hyne Tim­ber CNC au­to­mated join­ery ca­pa­bil­ity.

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