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Helping transform a forestry giant into a luxury brand

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The world's largest Indian Sandalwood grower, ASX listed and WA-based TFS Corporation on Wednesday re-launched as "Quintis" as part of a broader push to penetrate diverse global markets.

King Street-based digital agency, Equilibrium was appointed to drive the company's digital transformation from "forestry giant" and bulk commodity supplier, to exclusive, global provider of this rare "super ingredient".

Sought out due to their reputation for delivering on ambitious and transformational digital projects, Equilibrium was appointed to bring Quintis to life through web, social and content strategies.

Equilibrium's Head of Digital, Stephen Dodge says the digital piece of the re-brand plays a pivotal role in communicating the wider business transformation.

"This kind of sophisticated and consumer driven rebrand takes the former TFS Corp out onto an all- new frontier: from industry, to global luxury, a "brand" ingredient for new and traditional markets.

"Most premium sandalwood is illegally harvested from forests in south India and as a result, wild sandalwood trees are today endangered; we're faced with a global shortage of oil and timber, and an explosion in counterfeit product.

"This is the Quintis hook: the rich legacy of producing the highest quality sandalwood album, sustainably, legally and authentically, and in Australia's north west. What a story!

"Thematically, we developed this narrative across digital touch points so as a whole, Quintis represents what TFS has become in the market: the most premium and sought after tropical hardwood in the world," he said.

The new website went live on 22 March and leverages content and rich visual storytelling to position Quintis as industry- and thought leaders where sandalwood album is concerned.

As part of the content strategy, Equilibrium scripted a two and half minute video: an introduction to Quintis. Shot by Eastern States based Kintaro Studios, features brand ambassadors and Perth-born, Adam Gilchrist and Daniel Ricciardo and powerfully communicates the brand story, mapping out who they are, where they've come from and where they're going. The video can be viewed on the new Quintis website.

Moving forward, Equilibrium is partnering with Quintis to drive the new brand's positioning and international market penetration using industry leading marketing automation platforms.

Inbound Marketing Director, David O'Donnell says for serious players and market leaders, marketing automation platforms promise unrivalled efficiency, control and intelligent marketing in strategic markets.

"For Quintis, we will be taking full advantage of digital marketing platforms to get the new brand in front of the right global audience of consumers and investors," said Mr O’Donnell.

Mr Dodge adds, "This has been a particularly rewarding project for us: from the practical processes, through to the creative complexities, marketing execution and account operations.

"It's also particularly special because TFS Corp is a uniquely Western Australian brand, and as Quintis, is well positioned to take on the world and effectively deliver against this persona, as a rare and sophisticated ingredient brand.

"We look forward to working with them on an ongoing basis," he said.

For more information contact:

Stephen Dodge

Equilibrium | Digital Director
(08) 9218 8914
stephen@equ.com.au
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