NEWS: Euro steelmakers plan pounds 10m image campaign

European steelmakers are planning to spend more than pounds 10 million on a generic PR campaign to bring the industry’s image up to date.

European steelmakers are planning to spend more than pounds 10 million

on a generic PR campaign to bring the industry’s image up to date.



The European Confederation of Iron and Steel Industries (Eurofer) has

invited proposals from four agencies for a wide-ranging PR and public

affairs campaign targeting decision makers and younger people.



Euro RSCG in Paris, Hill and Knowlton in Brussels, Shandwick Consultants

in London, and Manning Selvage and Lee’s Dutch subsidiary Adviesbureau

Hollander en van der Mey were asked to present initial proposals to

Eurofer in Brussels by the end of last week.



The aim is to ‘sing the praises of steel as a modern and flexible

material’ and to dispel the image of the industry as old fashioned and

environmentally unfriendly. ‘They want to stress steel’s recyclability

and to get rid of the smoke stacks image,’ said one source.



Steel has been losing out to other materials such as plastics and

aluminium. Even traditional end-users, such as car manufacturers, have

been experimenting with aluminium bodies. The campaign will address

perceptions about the uses to which steel can be put, as well as the

public image of the industry itself - which ‘lags behind the reality’.



The campaign is likely to run in all of Europe’s major steel producing

countries: the UK, Benelux, Ireland, France, Germany, Spain, Italy and

Portugal. Although the idea is to complement, rather than duplicate the

work of its members at national level.



‘They’re looking for a more consistent approach,’ said one source.



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