Changing the way the world lives outdoors, since 1996 Trex has invented, defined and perfected the composite deck category, becoming the world’s largest manufacturer of timber-alternative decking products. Never content to settle, it continues to make strides in outdoor engineering, melding innovation with environmental responsibility and beautiful form with powerful function.
To engage Interior designers, architects, builders, and landscape gardeners within Germany. We needed to inform this target audience of Trex’s alternative to original wood decking.
We established the size of the market available and found the most peer reviewed publications and digital websites. This product had not been advertised before in Germany, so it was vital to identify the No. 1 exhibitions, allowing the target audience a chance to visualise and experience the product.
Before we could deliver a sales message, we had to educate and inform the target audience by letting them actually see and feel the product.
This was implemented through a combination of PR, editorial reviews, product displays at exhibitions, outdoor at the exhibitions and digital.
The campaign was very successful resulting in orders and franchise opportunities. Sales grew by 180% over a 2 year period. Trex is now a very well established brand in Germany and as a result of the campaign, has expanded across the rest of Europe.