Mission Critical

A marketing campaign for large-scale projects involves steel, piping, tubes, and more

Zekelman Industries, the steel pipe and tube manufacturer, has launched a new integrated marketing campaign entitled "Mission Critical", per a September 9 press release.

The new campaign is designed to help other companies with large-scale projects, namely data center endeavors. Zekelman covers a wide variety of project needs including structural steel, electrical raceways, mechanical piping, and services from engineering support and skid fabrication to nationwide distribution.

Mission critical projects, such as data center and large-scale factory construction, move at a scale and pace that leave little room for fragmented sourcing or uncertain supply. Zekelman works with customers early to optimize designs, and plan for product availability. That involvement is carried through delivery, providing owners and builders a simpler way to manage sourcing and greater confidence as their programs scale.

The campaign media includes national television, print, digital and social media. The Mission Critical campaign directly addresses the practical relief that comes from fewer supplier handoffs and simpler sourcing. The campaign tagline “The Future Belongs to the Agile” embraces the challenge to accelerate construction and scale to meet the big challenge. Creative executions direct the audience to an interactive online experience where they can explore Zekelman products and connect with the company’s team directly.

“Customers should be able to bring one project to one manufacturing partner and know that the partner can see it through,” said Barry Zekelman, Executive Chairman and CEO of Zekelman Industries. “Mission Critical makes the full portfolio visible in one place, from hollow structural sections and conduit to fire sprinkler pipe, skid fabrication and engineering support. The bigger the project, the earlier we should talk.”