Company & Industry News

TraceTek commissions fine art branding campaign

Tyco Thermal Controls’ TraceTek operation is planning an exciting image-based brand awareness campaign. To be used worldwide, it has been commissioned in the UK and will be launched here in the spring.

Tyco Thermal Controls has set about the creation of a worldwide media campaign, aiming to underline the market-leading positioning of TraceTek™.

To be equally relevant in Kyoto, London and Chicago, Dave Parman, Sales & Marketing Manager, TraceTek, has decided to use images to convey the key messages. “Ostensibly the campaign is about keeping liquids where they belong, to safeguard assets, processes, people and environments”.

But beyond that, the sophistication of Raychem’s TraceTek cable and circuitry technologies has inspired more thought-provoking concepts. “We’ve commissioned a series of surreal fine-art images which have layers of meaning and are carefully designed,” Parman explains. “In that way they wonderfully reflect the highly developed complexities of the TraceTek technologies. I am particularly excited about the office scene in the surf, and the art gallery threatened by the rising tide”.

A pre-launch image from the campaign appears on the website of Aquilar, TraceTek’s UK and Ireland Master Distributor. Set in the fantastic moorland wilderness of the Dartmoor National Park, Devon, England, it features the famous mediaeval Postbridge and a contemporary chemical spill. The cropped image central span – in the shape of “ TT ” – is to be used as an icon for TraceTek’s Industrial / Environmental systems on the website.

Consulting Engineers, specifiers and customers can expect to see the images in a combination of direct mail and e-marketing throughout 2003.