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WRCLA’s comprehensive promotion program for western red cedar supports a value increase of 45% for the species in the US market.
WRCLA’s comprehensive promotion program for western red cedar supports a value increase of 45% for the species in the US market.
March 2016
United States
Western red cedar executes comprehensive promotion program

The Cedar Book series is a collectable annual publication that builds brand awareness for western red cedar among architects. The book features examples of architectural design using western red cedar from around the world, includes case studies, photography, and quotes from architects.

In addition to using established promotional tools such as The Cedar Book and print advertising, the Western Red Cedar Lumber Association (WRCLA) has integrated innovative product placement in reality TV shows and has produced “how-to” YouTube videos. WRCLA’s comprehensive promotion program for western red cedar supports a value increase of 45% for the species in the US market.

As traditional advertising and promotions continue to shift from print to online, realcedar.com increases market brand awareness, improves western red cedar’s value proposition, removes barriers to specifying and use, and has the resources to educate and inspire the next generation.