Media campaign yielded results in 2012 featured in Puumies Magazine

Finnish Forestry Expertise Gained Strong Visibility Through 2012 Media Campaign in Brazil and Chile

The 2012 media campaign in Brazil is estimated to have reached more than 150,000 professionals, featuring eight Finnish companies across TV programs, magazines, and social media. The campaign also included the ABTCP Congress for the pulp and paper industry in São Paulo, further strengthening Finland’s presence in the sector.

In Chile, the campaign specifically targeted machinery and equipment for the sawmill industry. Niina Fu partnered with the Chilean forestry magazine Lignum, which published a 9-page thematic article on Finnish companies in its November issue, increasing awareness of Finnish sawmill technology and expertise.

Extensive Media Coverage & PR Collaboration

📺 Brazilian forestry media outlets, including Painel Florestal and Referência, partnered in the project, producing two television programs about Finnish forestry, which aired on Canal Rural with an estimated 92 million viewers.

📰 Brazilian journalists visited Finland in August-September 2012, where they explored the Finnish forestry sector, R&D investments, and advanced technology. Their reports highlighted Finland’s expertise in sustainable forestry, sawmill technology, and the pulp & paper industry.

🌍 The campaign was integrated into major industry events, including the ABTCP pulp & paper congress in São Paulo and FinnMetko trade fair in Finland.

Participating Finnish Companies

✅ Sulzer Pumps Finland Oy
✅ Kemira Oyj
✅ TM Systems Oy
✅ Vacon Oyj
✅ Heinolan Sahakoneet Oy
✅ Plytec Oy
✅ Wetend Oy
✅ Savcor Forest Oy

Impact & Future Outlook

According to Robson Trevisan, Director of Painel Florestal, the visit to Finland was an eye-opening experience, showcasing the Finnish forestry sector’s high level of investment in innovation. He emphasized that Finnish companies are well-positioned to expand in Brazil, as the country’s planted forest areas continue to grow.

This campaign successfully increased awareness of Finnish expertise, strengthened business connections, and encouraged Finnish companies to explore the Brazilian and Chilean markets for new partnerships and investments.

Read the complete article in Finnish Puumies magazine about the media campaigns organized by Niina Fu. Open the publication (In Finnish)