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S-W Aerospace: A campaign that generated lift.

Situation

Sherwin-Williams® has been in the aerospace coatings market for over 90 years, but is still largely perceived as a house paint company. Falls & Co. was asked to position the company as a market leader in the MRO (maintenance, repair and overhaul) segment by making it worthy of consideration whenever aircraft in the general aviation, military or commercial sectors required repainting.

SOLUTIONS

• Position key spokespeople as experts in the industry through an aggressive media relations campaign
• Integrate trade advertising into an editorial campaign
• Leverage free editorial opportunities by implementing a media buying/value-ad strategy
• Develop new website content
• Update sales collateral with a consistent branded look to coordinate with the new website
• Create an e-finish e-newsletter