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Rio Tinto Alcan has launched a multi-media image campaign in Quebec that will run until mid-October to illustrate that it produces more than just aluminum.
In addition, the campaign by Cossette Communication Marketing, Quebec City, reaffirms the company’s role as the global leader in the aluminum industry, reiterates its commitment to Quebec and reinforces the transition from the Alcan brand to Rio Tinto Alcan, according to Stefano Bertolli, the company’s director of media relations.
The campaign, entitled “We produce the future,” focuses on Rio Tinto Alcan as a socially responsible company and conveys its active participation in the communities in which it operates.
“It’s been almost a year since Rio Tinto acquired Alcan, and we felt it was important to reaffirm our commitment to Quebec and to remind people that our global aluminum headquarters is in Montreal,” said Bertolli.
The creative includes six different single or two-page newspaper spreads, one 60-second spot in English and French, and six 15-second French TV spots and billboards. The two-page ad spreads feature different aluminum products on one page and copy on the other, touting the company’s contributions to the Montreal International Jazz Festival (“We produce excitement”), Quebec’s Musée National des Beaux-Arts (“We produce beauty”) and other new investments in Quebec (“We produce the future”).
Each ad ends with the tag line, “It’s true. We produce more than just aluminium.” The remaining three ads will roll out every second week.
The 60-second ad also illustrates the company’s different investments in the province. “The global leader in the aluminum industry, Rio Tinto Alcan produces more than just aluminum,” says the female voiceover “With Chantal Petitclerc, we also produce pride,” she says, followed by a list of other areas the company makes regular contributions. “But above all, with over $3.5 billion in new investments in Quebec we produce the future,” she says, to finish the spot.
Cossette Media handled the media buy.
