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voestalpine launches new image and brand campaign

5 October 2012 | 

“We’re taking the future into our own hands” is the motto of the campaign and the philosophy embodied by the corporation.

People are at the heart of the new voestalpine image and brand campaign. The global technology and steel-processing corporation is portrayed sensitively and vividly using five employees from international locations – with their very own personal strengths, their professional and their private sides. voestalpine once again highlights its own employees with highly effective portrayals. “We’re taking the future into our own hands” is the motto of the campaign and the philosophy embodied by the corporation.

The new image and brand campaign will begin on October 8, 2012 across the whole of Austria. It will appear in the next few months on TV, in daily newspapers and magazines, in online media and on the radio in Austria. The expenditure for print and online media will initially be the same. In parallel, the voestalpine Group has numerous online and social media channels with more than 286,000 contacts who have also been intensively involved in the campaign and will continue to use these channels.

The campaign gives all interested parties a chance to peek over the shoulders of the various employees, professionally and privately, to momentarily become a part of their lives and to recognize that the voestalpine Group contains some surprising and unexpected themes hidden within. The employees’ dedication, love for detail and pleasure in taking on a challenge, whether in their professional or private lives, stands for the versatility of voestalpine.

In keeping with the credo “We’re taking the future into our own hands,” they show what, in addition to quality and innovative power, sets voestalpine apart: the employees. Authentic and moving insights into the lives of these “main protagonists” will offer the chance to get to know the Group better in the next two years – in a form that already received multiple awards both in Austria and internationally in 2010.


  • Markenkampagne wird intern und extern breit genutzt (Messen, Präsentationen, Intranet und Internet etc.)
  • Kommunikation über die nächsten zwei Jahre sieht ergänzende Online- und Printmedien sowie Verbindungen zu Social Media vor
  • Umsetzungen werden international in 12 Sprachen angeboten und konzernweit kommuniziert
  • Jeder TV-Spot hat auch eine 2-minütige Langversion (gibt’s ab 8. Oktober auch unter
  • Start macht der TV-Spot zum Thema „Forschung und Entwicklung“ mit Thomas Kurz, Project Manager for Material Development der voestalpine Stahl GmbH in Österreich
  • Weitere Themen sind u. a. Produktion, Logistik sowie Umwelt

The voestalpine Group

The voestalpine Group is a globally active steel, processing, and technology Group, which produces, processes, and further develops high-quality steel products. The Group is represented by 360 production and sales companies in more than 60 countries on five continents and has been listed on the Vienna Stock Exchange since 1995. With its highest quality flat steel products, the Group is one of Europe’s leading partners to the automotive, white goods, and energy industries as well as of the oil and gas industries worldwide. Furthermore, the voestalpine Group is the world market leader in turnout technology, tool steel, and special sections. In the business year 2011/12, the voestalpine Group generated revenue of more than EUR 12 billion and an operating result (EBIT) of EUR 704 million; the Group has around 46,500 employees worldwide.