On October 9, 2015, the voestalpine Group celebrated a notable anniversary: 20 years on the stock exchange. voestalpine undertook a number of initiatives to communicate this event by way of a carefully thought-out cross-media strategy.
The brief was to depict the most significant milestones on the Group’s way from being a “classic” steel company to being an internationally recognized steel-based technology and industrial goods corporation. The beginning of this information campaign was in September 2015.
Numerous internal and external measures
An interactive chart of stock prices that was integrated into specially designed topic pages on both the Internet and the intranet made it easy to follow all the important milestones in the history of voestalpine between 1995 and 2015. Everyone who was interested was able to read articles about 18 internal and external milestones. A so-called “stock market wiki” explained the most important financial market terminology. Within two months, the topic pages about “20 years on the stock exchange” (on the intranet and the Internet; available in German and English) were accessed around 13,000 times.
Other activities included five video statements, an animated video, an informational graphic and a specially produced commemorative publication in five languages (German, English, Swedish, Portuguese, Dutch).
Special exhibition at voestalpine Stahlwelt in Linz
voestalpine Stahlwelt in Linz prepared its own special exhibition, which will be open until March 2016. In October 2015, 1,000 employees were invited to attend the exclusive preview of the musical Singin’ in the Rain at the Linz Musiktheater to celebrate this anniversary.
Around 40 articles dealing with “20 years on the stock exchange” were written by journalists, CEO Wolfgang Eder spoke about the anniversary in numerous guest contributions and interviews. Read more in the following press release: http://www.voestalpine.com/group/en/press/press-releases/2015-10-07-voestalpine-celebrates-20-years-on-the-stock-exchange.html.
Blogger relations & exclusive Blogger event
The topic “20 years on the stock exchange” was also taken up and publicized by Austrian (Christian Drastil) and German (“Die Börseblogger” [The Stock Exchange Bloggers]) financial bloggers. Furthermore, on October 2nd, there was a blogger event that included a joint visit of the special exhibition and a tour of the plant (link to the report).
Here is a summary of the most important links:
Christian Drastil’s blog series on his own microsite: http://www.christian-drastil.com/blog/20jahre.anderboerse
New voestalpine corporate design
The voestalpine Group is marking the consistent implementation of its strategy and its changing self-image by updating its visual identity: its transformation from a European steel company to a global technology and capital goods group is now also being mirrored in its corporate design. The new visual identity combines tradition with future expectations, and increasingly symbolizes dynamism and a focus on the future.