How do you create an integrated campaign to introduce the aerospace market to a new name?
When Solvay acquired Cytec, they became the world’s second-largest materials supplier to the aerospace market. Cytec had enjoyed years of leadership in the industry and as a result had developed deep ties with key decision makers in aerospace. As a global leader in chemicals and solutions, Solvay needed to introduce themselves to a brand-new industry. The Global Aerospace Summit, an annual conference for the aerospace industry, was the perfect setting.
Marjoram’s ability to understand the intricate details of our complex projects and programs is nothing short of amazing! They were definitely essential into launching our new digital program.
They needed to clearly convey the strengths of the new Cytec-Solvay group by leveraging the relationships, history, and trust Cytec had already built. They also needed to demonstrate a sense of excitement for the future based on what a Cytec-Solvay merger could bring—along with overcoming general resistance to change among their target audiences.
Reminding executive leaders in attendance at the event of their own memories of childhood while creating excitement around the beneficial advances that this merger would bring. The concept was to combine the historical elements of the industry with the playful imagination of a brighter future for everyone.
The Cytec team was able to create a buzz at the event around the larger impact a merger would have on the aerospace industry. The successful introduction of the new organization enabled the executive team to hit their goal of meetings obtained with some of the largest aerospace executives at the event.