Gypsum industry news

UK/Belgium: Siniat has boosted its sales of its premium thermal wallboard by 56% year-on-year with a marketing campaign. Taxi Studio, a creative firm in Bristol, UK, devised a campaign to extol the benefits of using the premium thermal wallboard to persuade merchants, builders and homeowners to trade up from using a standard thermal wallboard to Siniat's premium offering.

Siniat's marketing and communications manager Fiona O' Callaghan said that the decision to bring in people with more expertise has paid off: "We had no experience of executing a national marketing campaign and the benefits of the thermal plasterboard are complex ones to communicate," she said. "What's more, having recently rebranded there was very little knowledge of the Siniat brand. Taxi Studio managed to devise a campaign that dealt with all aspects as well as creating a real internal buzz around the company. We're absolutely delighted with the results and the creativity of the campaign has really opened our eyes."