STEEL ALLIANCE LAUNCHES SPLIT SECOND CAMPAIGN
By Adnews Staff
The Steel Alliance of Washington, D.C. is launching a new North American advertising campaign two years after it launched a five-year public awareness campaign. Created by GSD&M Advertising of Austin, Texas, the ad campaign and public relations effort targets a primary audience of women, ages 25-54. The initial phase of The Steel Alliance advertising rolled out in May 1997. The next phase, which will include television and radio ads, will promote the positive benefits of the metal. "Split-Second", "Good Karma" and a spot called "Trees" began airing on Feb. 15. Two more spots entitled "Cinder" and "Termites", will debut next week. All five 15 second spots feature the voice of actress Angelica Huston. The 1999 buy includes U.S. and Canadian cable and network television. Eight 30 second spots are included in the radio portion of the campaign. Screen actor Tony Roberts is the voice in the radio spots that consists of Canadian and U.S. network radio. The Steel Alliance is a coalition of 136 steel producers and affiliated organizations. Canadian members include Dofasco Inc., Stelco Inc., IPSCO Inc. and Gerdau Courtice Steel Inc. PR for The Steel Alliance in Canada is handled by Canada Porter Novelli of Toronto.
In related news, The Aluminum Marketing Council of Toronto launched a public awareness campaign to educate consumers about the value of aluminum and to promote the metal to the industry. Posters with key facts about the metal are being distributed to federal and provincial officials in Canada, as well as municipal officials in major urban centres. The posters were designed by TM Design of Montreal.