Corus shortlisted for two Built Environment Marketing Awards
The Built Environment Marketing Awards, organised by AJ, AR, Construction News, H&V News, RAC and Lighting magazines are designed to recognise marketing, business and product development excellence and achievement within the construction and built environment supply chain. Corus have been shortlisted for their education sector campaign and for the launch of their branded product Colorcoat Prisma® into Russia.
The aims of the education campaign were to raise awareness of the strength of Colorcoat® branded products in this sector, and of the market leading position Corus has in high quality pre-finished steel products. The complete campaign employed a variety of communications techniques such as a new brochure, education mini-sites, advertisements and face-to-face meetings in order engage with the key target audience of architects, local authorities and head teachers. In this way the campaign was able to deal with of each of the stakeholders concerns, which ranged from the use of vibrant colours in the UK market through to meeting the specific targets of the building regulations and sustainability initiatives.
Colorcoat Prisma® was launched into the Russian market at the end of 2007 by working with Russia’s largest cladding manufacturer (Metall Profil) and targeted all regions in Russia within 6 months. The launch programme which included press conferences and architects seminars secured national and regional press coverage (TV and journals) as well as targeted an established distribution network of dealers to make them aware of the benefits of selling Colorcoat Prisma® to the residential market. The launch raised awareness amongst architects, construction companies and specifiers and since launching a large amount of case studies have been built up showing the product in different applications.