Access has this month launched a global advertising campaign for its major industrial bolting client Hydratight to raise brand awareness across its key market sectors.
For over 30 years, Hydratight has provided world-class bolted joint solutions and machining services to the Power Generation, Oil and Gas, Industrial and Aero industries. The Walsall based organisation with offices in over 25 locations, has expanded a great deal in the past five years with the purchase of a number of businesses to compliment its core service offering.
Due to this quick expansion and lack of advertising in recent years, Hydratight’s varied client base is not fully aware of the organisation’s full range of products and services.
Access was tasked with turning this situation around by creating a series of brand building ads which would be placed in key publications across Hydratight’s key markets: oil & gas, nuclear and wind, and focus on key services which Hydratight wanted to promote, such as onsite machining services and its core product offering. Hydratight were also keen to create two stand alone ads which would target readers specifically in the Middle East, a key market within the oil & gas sector.
The ads all follow Hydratight’s corporate brand identity, which was developed by Access as Hydratight’s incumbent creative agency since 2007, when Access won a three way pitch process. Key themes that were brought out in the ads were the organisation’s history for innovation, vast levels of experience, its wide range of products and services, and its history of reliability.
Overall Access will deliver over 70 full and half page ads, including versions translated into German, Brazilian and American English.
Chris Mitchell, Global Marketing Lead of Hydratight comments: “Since starting to work with Access we have achieved a great deal, but it’s mostly been focused on corporate branding - updating our vast suite of literature, creating a new multi-language website, putting a pr function in place and revising our exhibition schedule.
“And after focusing on these customer serving elements, we felt it was the right time to start looking outward to raise general awareness of the organisation, and with a view to gaining new business. I'm very happy with the suite of ads that Access has created and in the initial coverage I've seen they certainly achieve stand out on the page.”
