Product category:
Steel and Structural Frames
News Release from: Corus Colors
Edited by the Buildingtalk Editorial
Team on 06 January 2006
Corus Colorcoat wins awards
Corus Colors won a pair of prestigious marketing awards, both of which recognise two years of hard work and Colorcoat brand repositioning.
Corus Colors won a pair of prestigious marketing awards, both of which recognise two years of hard work and Colorcoat brand repositioning Described by the judging panel as "very creative" and "brilliantly executed", the Colorcoat Building manual and Colorcoat contractor event have had a significant impact in the construction market
This article was originally published on Buildingtalk on 23 Jun 2008 at 8.00am (UK)
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The Construction Marketing Awards are designed to highlight the best examples of innovative thinking within the construction industry, and Corus Colors won in two categories: the best use of events and exhibitions, and the best technical literature.
Only one other company, a specialist marketing agency, won more than one award.
"It's great to get external recognition for a really good piece of work," says Ceri George, strategic marketing manager at Corus Colors.
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"It's really spurred us on".
"Winning these awards gives us even more confidence that we're on the right track in what we're doing." The awards were won for an event and the creation of the comprehensive steel-bound Colorcoat Building manual.
The need for a new marketing approach began to emerge after the merger of steel giants British Steel and Hoogovens to form Corus in 1999.
British Steel had long been associated with the manufacture of colourful, high quality, pre-finished steel products under its Colorcoat brand; but after the merger Colorcoat began to be considered a generic term for pre-finished steel and there was little association between Colorcoat and Corus in the marketplace.
"We realised we were losing contact with the supply chain and we needed to re-engage with architects and building contractors," says George.
In 2003 George put together a team to embark on a year-long research programme, followed by six months of editorial and design work.
The supply chain was interviewed and the Colorcoat range of products and services was fundamentally re-examined to establish core values, consistent messages and a clear brand identity.
George added, "We wanted to develop a new building manual which could become the must have reference source when developing metal clad buildings".
The marketing team arrived at a solution which blended a strong corporate message with a range of technical solutions and information on subjects such as sustainability, appearance and colour and building regulations.
Using feedback from the architects, considerable effort was made to make the manual visually appealing, with explanatory text accompanied by professional photography, technical drawings and clear cross references.
The steel-clad Colocoat Building manual, is both an iconic brand statement and a practical reference source.
The same approach underpinned a series of events which took place in Chester, Sheffield and Birmingham.
The first Colorcoat contractor event was designed as a day seminar with evening hospitality and the two subsequent events as a morning seminar which were delivered by external industry experts.
This was felt to be important in ensuring the event was perceived as sharing market expertise and not just a sales presentation from Corus.
The judging panel for the Construction Marketing Awards was clearly impressed.
"This entry displayed evidence of detailed research and planning, with an excellent follow up strategy - a classic marketing tool, brilliantly executed with strong organisation and creativity," says the citation for the Best Use of Events and Exhibitions.
The citation for the category of Best Technical Literature was equally compelling: "The winning entry in the opinion of the judges was very well compiled, detailed and, not only comprehensive but literally a heavy binder for all their metal cladding products - a binder itself that was produced in metal cladding - a very creative and eye catching piece of literature that will be used as a key point of reference by specifiers".
Launched in January 2005 over 3000 architects and building contractors have now registered for a copy of the Colorcoat Building manual, while phone calls to the Colorcoat Connection helpline have increased by 25%. Request free introductory details about products from Corus Colors ...
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