In Australia to launch the new concept, Gmund sales director Herbert Eibach gave presentations in major cities along the Eastern seaboard, displaying a fait degree of wit as he explained the rationale behind 2/200, and the likely applications. Speaking to Australian Printer, he says the majority would be for marketing purposes, often the cover of a brochure or report. He said other applications were in packaging, hang tags from upmarket clothes and stationery.

According to Gmund using embossed paper in direct mail campaigns generates treble the response of using ordinary papers, and this is part of the driver for 2/200. The 100,000 paper stocks come through specifying a combination of papers, weights and colours, all of which are available in a sample book, available on request from CPI.

David Bull, group sales and marketing manager of CPI says, “We can also help provide samples with inks on them, as CPI is a major ink supplier, so that clients are able to have a good idea of how the finished product will look”.

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