New Steel Campaign Keeps Its Momentum

AISI's New Steel campaign had a busy month of September. Following the August congressional recess, the campaign has once again kicked into high gear, taking the North American steel industry's story to the airwaves, in the metro, online and in print publications around Washington, D.C.

The newest image being used in the campaign is the Job Engine ad, which depicts the role that steel plays in the economy, including the job multiplier effect. The ad emphasizes the fact that American steel producers generate more than 1.2 million jobs and that steel productivity has more than tripled since the early 1980s, adding $350 billion annually to the American economy.

The Job Engine ad, along with the Clean Little Secret ad, has been the focus of this cycle of the campaign. In September the New Steel campaign ads had 12 placements in metro stations and continued to have ads spread throughout the metro cars in the form of car cards. In addition, the Job Engine ad ran in seven different print publications in the D.C. metro area during the month of September.

Another exciting aspect of this cycle of the campaign was the launch of the new Clean Little Secret radio spot. The spot debuted in September and continued to run throughout the month on WTOP AM/FM, WAMU FM, WMAL AM and WGMS FM. A clip of this radio spot, copies of the print ads and updates about the New Steel campaign can be found on AISI's Web site, www.steel.org. For more information, contact Nancy Gravatt.

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