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.