May 15, 2026
When our client, Trex Company, approached us about launching Trex® Refuge™, its new line of fire-resistant cellular PVC decking, the story was immediately clear. For homeowners and builders in fire-prone areas and Wildland-Urban Interface communities, wildfire risk has fundamentally changed how people think about their homes and outdoor spaces. Trex Refuge decking was designed to meet that need, offering code-compliant protection without compromising the beauty and low-maintenance performance for which Trex is known.
What made this launch especially interesting was the challenge of telling that story to two very different audiences, each motivated by something different.
A Two-Phased Launch
We structured the Trex Refuge launch in two phases, each built around what would resonate most with its intended audience.
The first phase launched in January and was directed at the trade. Our outreach to industry publications focused on positioning Trex Refuge as a code-ready solution for builders and contractors working in WUI-designated regions. The story led with what those audiences needed to know: compliance with ASTM E84 Class A Flame Spread requirements and IWUIC ASTM E2768 Ignition Resistance Standards, two nature-inspired colorways and a 50-year limited residential warranty.
The second phase launched in March and shifted the conversation entirely. For consumers, code compliance is important, but it’s not the story. The story is focused on peace of mind. The consumer release led with real voices, including a contractor and a California homeowner, who shared what choosing fire-resistant materials means when you live in a high-risk area. Because Refuge is not a product for everyone, we purposefully distributed the release regionally to media that reach audiences in areas at high risk for wildfires, including California, Arizona, Nevada and Colorado.
The Results
The response across both phases was strong. Media outreach generated visibility across trade, business and consumer outlets. Key results include:
- 130.2 million-plus total impressions
- $1.95 million in total ad equivalency value
Top coverage included Deck Specialist, LBM Journal, HBS Dealer, Extreme How-To, MSN, AP News, Yahoo! Finance, Benzinga, MarketScreener, KTLA-TV Online (Los Angeles), WPIX-TV Online (New York) and WGN-TV Online (Chicago).
Keeping the Story Going
One of the most rewarding parts of this launch has been seeing how well the product’s story connects with people. Wildfires are a topic that hits close to home for a lot of readers and editors, and that emotional relevance made the coverage feel meaningful, not just transactional.
As the conversation around fire-safe building continues to grow, we will look for ways to keep Trex Refuge part of it, through seasonal hooks, regional news moments and the broader national dialogue around the communal value of investing in sustainable outdoor living products.
To read more about Trex Refuge, visit www.trex.com/products/decking/refuge/.