Project:
First new ad in several years to support
exhibit at major industry trade show and create interest in
company’s expanded product offering.
Strategy: Don’t
lead with pictures of products but with a conceptual approach
that will stop readers and highlight the benefit their materials
handling systems deliver—moving materials more efficiently.
This ad is complemented with a series of five direct mail
pieces targeting their top 1200 mill prospects throughout
North America.
Placement:
Paper industry publications reaching pulp and integrated paper
mills.
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