Ads Expand Award-Winning Campaign, Highlighting the Effectiveness of
Promoting its Responsible Use
(NYSE: UFS) (TSX: UFS)
MONTREAL, Nov. 15, 2011 /CNW Telbec/ - Building on its award-winning
"Paper Because" campaign, Domtar Corporation (NYSE: UFS) (TSX: UFS) today released a new series of
videos promoting the important role paper plays in our lives.
The videos will debut on PaperBecause.com, Domtar.com, YouTube and social media sites - relying on satire to highlight how using paper
responsibly makes business sense and how it's also an environmentally
sound choice. The 30-second spots take a humorous look at office
settings where the pressures to go paperless are taken to ridiculous
lengths. In early 2012, new print ads will be added to the campaign in
trade and consumer media, while the videos and banner ads will appear
on a variety of news websites.
"Paper Because has enabled Domtar to communicate the importance of paper
to business and opinion leaders," said Lewis Fix, Vice-President of
Sustainable Business and Brand Management at Domtar. "Domtar has long
been a leader in sustainable paper production. The Paper Because
campaign promotes the responsible use of paper, while also reminding
people of just how effective paper is in communicating on logical and
emotional levels in so many business and personal settings."
Since Domtar unveiled the Paper Because campaign last year, there has
been substantial support from paper industry, printing, graphic design
and marketing partners. Many have picked up elements of the campaign
and provided significant exposure on websites, in catalogs, at
conferences and other outlets.
The Paper Because campaign has also received positive industry
recognition. The Graphic Arts Show Company gave its "Positively Print" award in September to
Domtar to spotlight the variety of ways in which the effectiveness of
print is being promoted. In addition, the campaign won Best of Show at the ACE Awards; Best of Category in the Business Marketing Association's B2 Awards; National Association
of Major Mail Users Environmental Award for Industry Leadership and
Best Management Practices; and awards from the Association of
Independent Creative Editors and the Printing Industry of the
"Paper Because demonstrates that paper is sustainable, personal and
purposeful. It's easier to learn on paper, senior executives prefer
print versus online information, people make purchases as a result of
direct mail, and paper is one of the most recycled products on the
planet - more than 63 percent of paper gets recycled," noted Lewis
Fix. "That's a pretty exciting story about a product that has been in
use for more than 2,000 years."
"Paper Because has allowed Domtar to initiate a positive conversation on
many levels with a variety of audiences about the importance of paper
to the economy, the environment and everyday life," added Fix. "We're
excited about this new phase of the campaign because it continues to
tell a leadership story about Domtar as the Sustainable Paper Company."
For more information, please visit www.paperbecause.com.
Domtar Corporation (NYSE: UFS) (TSX: UFS) is the largest integrated
manufacturer and marketer of uncoated freesheet paper in North America
and the second largest in the world based on production capacity, and
is also a manufacturer of papergrade, fluff and specialty pulp.
The Company designs, manufactures, markets and distributes a wide range
of business, commercial printing and publishing as well as converting
and specialty papers including recognized brands such as Cougar®, Lynx® Opaque Ultra, Husky® Opaque Offset, First Choice® and Domtar EarthChoice® Office Paper, part of a family of environmentally and socially
responsible papers. Domtar also produces a complete line of
incontinence care products and distributes washcloths marketed
primarily under the Attends® brand name. Domtar owns and operates ArivaTM, an extensive network of strategically located paper distribution
facilities. The Company employs approximately 8,800 people. To learn
more, visit www.domtar.com.
SOURCE DOMTAR CORPORATION
For further information:
| MEDIA AND INVESTOR RELATIONS || FOR MORE INFORMATION |
| Pascal Bossé |
Corporate Communications and
| Lewis Fix |
and Brand Management