ArcelorMittal is the world’s largest steel and mining company. Guided by a philosophy to produce safe, sustainable steel, it is the leading supplier of quality steel products in all major markets including automotive, construction, household appliances and packaging. ArcelorMittal is present in more than 60 countries and has an industrial footprint in over 20 countries.
A complex, global organization, ArcelorMittal is committed to being a responsible corporate citizen everywhere it calls home. The company wanted to commemorate 100 years of production at its Industrial Valley plant in Cleveland.
ArcelorMittal needed a campaign to both promote 100 years of steelmaking in Cleveland to the general public as well as support integrating key messages throughout the organization.
How The Fairmount Group Developed a Steel Strong Campaign
At the core of ArcelorMittal’s centennial were the stories of generations of steelworkers and a look at the past, present and future of the steel industry. The Fairmount Group directed the conception and design of an outdoor advertising campaign, leveraging billboards near the plant, just outside downtown. The goal of the campaign was to celebrate both Cleveland and the company’s history with the unifying message of pride that the city is still “steel strong.”
In addition to creative services, The Fairmount Group provided media relations support and messaging counsel.