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United Technologies Corp.

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United Technologies Corp., Hartford, Conn., is a $37 billion company with such well-known brands as Otis elevators and Pratt & Whitney aircraft engines.

While the company had advertised at the corporate level in the past, prior to 2003 it had not conducted an integrated marketing campaign to raise awareness of its seven businesses: Otis, Pratt & Whitney, Hamilton Sundstrand aero-space products, Sikorsky helicopters, Carrier heating and air-conditioning systems, UTC Fire & Security and UTC Power.

“We needed to reach out to investors, analysts and business leaders to build excitement and interest in the company,” said Nancy Lintner, VP-communications at UTC.

So in December 2002, UTC hired b-to-b agency Doremus to create an integrated campaign designed to raise awareness of the UTC corporate brand and tie together its seven businesses under a cohesive brand strategy.

“If you look at the different companies that make up UTC, they make products that move people,” said Allison Womack, director of client services at Doremus, New York.

“The tagline, ‘This is momentum,’ works on two levels,” she said, pointing to communicating messages about UTC’s products that move people, as well as conveying the feeling of movement through a signature blue stripe that is used in UTC ads and marketing materials.

Doremus created the blue “momentum” stripe with seven shades of blue to represent UTC’s seven businesses. It has used the momentum stripe in innovative ways across a variety of media and outdoor placements to reach UTC’s target audience of senior executives at Fortune 500 companies and Wall Street investors.

The campaign launched in September 2003 with TV, print, outdoor and online ads.

It made innovative use of TV by running its tagline and momentum stripe, as well as listing its seven companies, directly above the stock ticker on CNBC and Bloomberg business programming.

Print ads have run in business publications including The Wall Street Journal, Barron’s, BusinessWeek and Fortune, as well as lifestyle magazines including The New Yorker, Vanity Fair, The Atlantic Monthly and Scientific American.

Throughout the campaign, Doremus has worked with its media partners to create bold ads that are alsocost-effective, Womack said.

For example, with The Wall Street Journal and Barron's , which are both owned by Dow Jones & Co., Doremus negotiated media buys for UTC that consisted of a full-page ad on one side of the fold and a half-page ad on the other, using the blue stripe to create the feeling of continuity.

"The momentum stripe is the bridge that makes it a spread when it isn't a spread," Womack said.

Also, having the ads positioned next to editorial content in the business publications is a benefit for UTC, because it keeps the reader on the page, she added.

This year, Doremus has continued to work with its media partners in creative ways to add events and outdoor advertising to the UTC campaign.

For example, for the day that UTC announced its first-quarter earnings this year, Doremus worked with Dow Jones Integrated Solutions to create a tightly integrated program that would hit Wall Street executives and investors on their way to work.

The program featured coffee trucks with the blue UTC momentum stripe parked outside train stations along the MetroNorth line, running from Connecticut into Manhattan. Workers dressed in UTC-branded caps and aprons handed out coffee in insulated UTC mugs, along with free copies of The Wall Street Journal .

The Journal had a UTC belly band and a sticker that called attention to an ad inside, showing how the company makes a difference with its products, from elevators to air conditioning.

The integrated program also featured signs in the train stations and billboards outside the stations, car cards inside the trains, online ads and radio.

"We created a lot of buzz around the company the day the results came out," Womack said.

Those results: UTC's net income totaled $651 million in the first quarter, or $1.28 a share, up 18% from a year earlier. Revenue for the quarter totaled $9.4 billion, up 9.3% from last year's first quarter.

"For any advertising to be effective, then the message has to be credible," said Jim Geisler, VP-finance at UTC.

"In our case, the message is about how our growth model generates shareholder value over the longer term."

Lintner said the campaign has helped raise key attributes among UTC's target audience, including advertising recall increased by 33% among the target audience following the spring 2005 campaign. Among those who correctly associated one or more subsidiaries with UTC, the company achieved an average lift of 23% for attributes including high-quality products and services, strong senior management, strong corporate reputation and strong global presence.

Also, in another measure of the company's success, UTC ranked No. 1 on Fortune's list of America's Most Admired companies in 2003 and 2004 in the aerospace/defense category.

—K.M.

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