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BRANDING NEWS: Emcor defies the recession with big budget TV-campaign

Emcor is bucking the trend to slash marketing budgets with the launch of its first big budget brand building campaign

Emcor will be utilising both the television and print media by advertising on the UK business channels of Bloomberg News and CNBC Europe as well as in Time Magazine. The company are hoping this will reinforce its position as one of the leading engineering and facilities management companies in the UK.

The advertising campaign is only part of a fully integrated brand building campaign. Emcor will be using direct marketing, web re-design, PR and events to build up their brand. Keith Chanter, CEO, EMCOR Group says, " This brand building campaign is the largest we've ever undertaken in the UK and will help maintain the momentum we've created".

The company is feeling quietly confident about the results of the campaign as it is following a ‘formula for success'. This was established by its parent company, Emcor Group, Inc., who built up brand awareness of 95 per cent among its target audience.

The television and print ads are believed to be firsts in the industry in the UK. They will make reference to the companies' environmental efforts and services they provide. Chanter says, "It's a message to the market that we have no intention of standing still, even during these tough times."