IP Research Expansion Campaign

Year-long campaign invites customers to “See the Future”

A multi-million dollar expansion of International Paper’s Corporate Research Center in Tuxedo, New York, promised to create an unparalleled “think tank” for the research and development of coated and supercalendered papers. To leverage this investment as a competitive advantage, a communications campaign was needed that would be sustainable from groundbreaking to grand opening ceremonies and beyond — a time-frame of more than a year. “See the Future” became not only a call to action, inviting the audience to visit the Corporate Research Center, but also a description of what IP has done by creating this R&D facility and the work that goes on there — anticipating the papers of the future. The campaign theme and its futuristic look were carried out from ground-breaking invitation and advance communications to ribbon-cutting event graphics and premium/takeaways. Paper holospex eyeglasses allowed wearers to literally see the future as the word “future” was visible whenever gazing at a direct point of light. A Corporate Research Center capabilities brochure and promotional video completed the campaign, informing customers of IP’s ability to anticipate their needs and develop the papers that will fulfill their future paper needs as well. Note: The “See the Future” video was honored with both the American Advertising Federation’s ADDY Award, as well as a national Telly Award.