NEWS: Court Burkitt launches initiative to highlight British Steel exports

British Steel unveils its first corporate advertising for five years this week with a press campaign through Court Burkitt.

British Steel unveils its first corporate advertising for five years

this week with a press campaign through Court Burkitt.



The ads will run for three months in the national press and business

titles, such as the Economist, targeting opinion-forming businessmen.



Court Burkitt has introduced the strapline, ‘British Steel, world

beaters’, to draw the public’s attention to the fact that the company is

successful worldwide, and is not just a local operator.



The advertising campaign focuses on British Steel’s exports. One

execution shows oil being transported from Alaska in a Danish tanker

that has been made out of British steel.



A second execution shows a Japanese airport that has been designed by an

Italian architect and also built using British steel.



The third ad in the series features a huge stadium in Hong Kong that has

been built by a French contractor with British steel.



The press ads were art directed by Nick Scott and written by Richard

Spencer. Media is bought by Court Burkitt’s in-house media department.



Since privatisation, British Steel has become the world’s third largest

steel producer. It is now one of the UK’s top ten exporters, with half

of its revenue coming from abroad.



Court Burkitt picked up the account a year ago (Campaign, 2 June 1995)

when the agency was called Burkitt Edwards Martin.



The pounds 2 million business was also contested by Leagas Delaney, BMP

DDB and the previous incumbent, Dewe Rogerson.



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