STEEL COMPANIES FORGE ALLIANCE
By Adnews Staff
Over 75 North American companies involved in the steel business joined together recently to form a coalition known as The Steel Alliance. The group's goal is to inform the public about the advantages of using steel. In a release, the alliance says that steel has evolved over the last several decades to become a lighter and stronger product. The group also says steel is relatively cheap and environmentally friendly. The cost of the steel in an average, mid-sized five passenger sedan is less than $700 (U.S.), and more than 12 million tons of steel were recycled from automobiles in 1996, the alliance says. To tout the advantages of "the new steel" to North American consumers, the alliance has embarked on a five-year, $100 million advertising campaign. The Canadian portion will involve $10 million over the five years. National magazine and TV ads for the alliance began appearing last week. GSD&M of Austin, Texas handles advertising for the steel campaign. Heather Reid & Associates of Toronto is supporting the alliance with Canadian PR.