WINCHESTER, Va., Feb. 13, 2013 /PRNewswire/ -- Trex Company, the world's largest manufacturer of wood-alternative decking and railing, has brought together two thought leaders in their respective fields for a multi-faceted marketing campaign focused on the convergence of beauty and technology in outdoor design.
Launching online and in print this month, "Engineered Artistry" allows consumers to engage with authentic and enjoyable content designed to spark discussions about how form and function, performance and artistry come together to create the ultimate outdoor living space. Modeling these conversations – and serving as the focal point of the campaign – are real interactions between culinary artist Tyler Florence and landscape architect Lisa Switkin about topics ranging from art and design to outdoor entertaining and good food – all taking place on a Trex deck in the woods of Virginia.
"With this campaign, Trex is asserting its category leadership – not only through product innovation – but also through marketing that provides true value to consumers via interactive, thought-provoking content," said Adam Zambanini, vice president of marketing for Trex. "We know that consumers are willing to pay for the best decking on the market, if it will satisfy both their emotional yearnings and rational requirements in equal balance. Our campaign is the first in the industry to weave together these two concepts in a cohesive, meaningful conversation."
"Engineered Artistry: Conversations on a Deck"A central component of the campaign is a long-form video "Engineered Artistry: Conversations on a Deck" available at Trex.com. The first in a series, it documents an afternoon Florence and Switkin spent discussing their respective passions, while relaxing over a glass of wine on a sprawling Trex deck. Florence shares his experiences as a chef, restaurant owner, cookbook author and entrepreneur, while Switkin talks about her work designing The High Line – a lush one-mile long park in New York City built on an abandoned railway line – and the Race Street Pier in Philadelphia. Both offer their thoughts on how sustainability, simplicity and originality come together to create inspired outdoor environments. "This video is only the beginning of the conversations we have planned for the 'Engineered Artistry' concept," said Zambanini. "We envision this campaign evolving into a philosophy that will continue to expand and influence our other marketing efforts."