Creative brand launch in Etxebarri (Spain)

The Etxebarri plant in Spain was among the first ones to host a creative, original and multi-faceted event to launch ArcelorMittal’s new image. The day chosen for the launch was June 26, before the holiday period, to ensure that the new philosophy was presented to the entire workforce.

The event was based around several meeting points. Huge banners with the new logo were unfurled at the start of the day. A huge poster at the factory entrance welcomed the guests. From early in the morning, sessions were held with the first shifts to ensure that the new philosophy was circulated among the workforce. At midday, the public ceremony was held in the presence of the Mayoress of Basauri, María Dolores de Juan, and the first councillor of Etxebarri, Pedro Lobato, together with various members of both local councils.

After the talks, a traditional “sardinada” (sardine barbecue) was organised by the factory workers. The majority of the workers came to work early or left later so that they could actively participate in all the activities. Each one of the participants was given a small souvenir of the event, which marked a new commitment and a new way of doing business.