A strategic brand-marketing plan and content strategy were created and implemented for the impending trade mission to Istanbul, Turkey. The teams had six weeks to research, analyze, create and build the new Northcrest brand experience showcasing its front-running forest species, Southern Yellow Pine (GoldenLumber.ca). The Trade Mission to Yapi Fuari (Turkeybuild – A Global Building Construction Tradeshow) was spearheaded by the BC Wood Specialties Group.

Following extensive research with regards to Turkish values, ISI identified and matched five core values which were inline with the Northcrest corporate culture: Tradition (gekenek), family (aile), community (toplum), integrity (doğruluk) and respect (sagi). These words became secondary brand messages for the campaign and supported their new primary brand message “Global Partnerships, Sustainable Solutions”.