Australian Paper goes digital to close recycling loop
Australian Paper is looking to grow awareness of the local paper recycling loop with a new digital campaign that runs across various online and social media platforms.
‘You’re Not Finished Yet’, an awareness campaign developed by Online Circle Digital is utilising Facebook, LinkedIn, E-newsletter, banners and GIFs to reach and educate end consumers, large corporate and government customers.
“We are great recyclers, with 68 per cent of people recycling their office paper, but less than 20 per cent buy recycled paper back," Jennifer Zull, campaign manager at Australian Paper, told Stationery News.
The campaign (www.aussierecycledpaper.com.au/landfill/) features two characters - 'Lexie' and 'Wayne' - who reflect a typical Australian workplace.
“Every office has a Lexie, who understands the importance of recycling waste paper and buying Australian- made recycled paper. While Wayne isn’t aware of the importance of closing the local recycling loop. He throws his waste paper in the bin and buys imported paper,” Zull said.
“We are excited with the creative and digital execution of the ‘You’re Not Finished Yet’ campaign by Online Circle Digital. The characters play an important role in growing demand for locally-made recycled paper and helping consumers understand that the job is not finished until the recycling loop is completely closed,” she said.
James Coleman, account director at Online Circle Digital, commented: “This is our first big campaign for Australian Paper and we are very excited to use digital to create awareness in such an important message. Digital allows us to talk to the office paper buyers using an integrated approach.”
Boost for envelope sector
Meantime, Australian Paper, Australia’s largest manufacturer of paper and envelopes, has signed an agreement with Trade Envelopes that will result in a significant boost to the local envelope manufacturing sector.
“We are pleased to confirm that we have finalised an agreement with Trade Envelopes to expand our NSW and Queensland operations,” Craig Dunn, national manager communication and marketing, Australian Paper, told Stationery News.
The agreement includes the purchase of over-printing equipment and stock from Trade Envelopes to ensure a smooth transition for customers and provide additional operating capacity for Australian Paper's Australian envelope manufacturing business.
“The agreement with Trade Envelopes will enable us to bring back to Australia, 75 million envelopes per annum that are currently being manufactured overseas. As an integrated operation, this is also an important opportunity to secure additional envelope paper volume for our Maryvale Mill which is one of the Latrobe Valley’s largest private employers,” Gary Harris, sales director, Australian Paper, said.
“In line with global trends, Australian envelope volumes are continuing to decline due to the ongoing impact of e-commerce and changing technology. As a market leader in stationery and office paper supplies, we are pursuing growth opportunities in Australia and New Zealand to consolidate our position and maintain production efficiencies in our major facilities at Preston and Maryvale in Victoria,” he said.
Mailing and fulfilment services will still be operational from the current Moorebank address and will be expanded, with the addition of seven permanent employees and machinery.