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Home
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Press Releases
2005
| New Advertising Campaign Positions SimplexGrinnell
as Safe, Trusted Choice in the Changing Fire and Life-Safety Industry
"Be Safe" Campaign Emphasizes Industry Experience, Reliable Products and Services
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Boca Raton, Fla. (March 4, 2005) - SimplexGrinnell, a business unit of Tyco Fire & Security and a leader in fire and life-safety systems and services, is launching a new corporate identity advertising campaign under the theme line Be Safe.
The campaign is built around SimplexGrinnell's core strengths - and their added importance considering the change and consolidation occurring in the industry. Developed by Keiler & Company of Farmington, Conn., an award-winning advertising and marketing agency, the Be Safe campaign is based on extensive research that included in-depth market analysis, a brand image assessment study, and focus groups with target audiences.
"We have developed a powerful campaign that highlights the qualities and capabilities that distinguish SimplexGrinnell as the leader in the fire and life-safety industry," says Dave Baer, Vice President of Marketing. "This campaign positions SimplexGrinnell as a safe, trusted choice in a changing industry. We see this as an opportune time to stress that SimplexGrinnell can best meet the needs of building owners, facility managers and consulting engineers who specify and design fire systems."
The core SimplexGrinnell strengths featured in the Be Safe ads include: its longevity and experience in the fire and life-safety industry; the widespread respect for its Simplex® and Grinnell® brands; the quality and breadth of its product and service offerings; and the value of having a North American network of company-owned local offices to serve customers.
"Our market research confirmed that the Simplex brand is extremely well-known and considered the gold standard in the fire industry," Baer says. "For the architect and engineering audience, we're reaffirming the importance of the Simplex brand. The campaign delivers other important messages to end-user audiences: that SimplexGrinnell's fire and life-safety services are backed by decades of experience in fire alarm, fire sprinkler and fire suppression systems. We deliver comprehensive fire and life-safety solutions."
The Be Safe ads showcase both the services delivered by SimplexGrinnell and its best-in-class products, including the high-technology Simplex® 4100U fire alarm platform. In addition to fire systems and services, the Be Safe campaign will also include ads promoting SimplexGrinnell's integrated security capabilities, nurse call systems and ability to serve customers in the government, education and healthcare markets.
Visually, the campaign uses a balance of product and people - a strategic execution that reflects the findings from the advertising focus groups. The ads will begin running in March issues of trade magazines such as NFPA Journal, Consulting-Specifying Engineer, Fire Protection Engineering, Building Operating Management, Buildings, Today's Facility Manager, American School and University, School Planning and Management and College Planning and Management.
For more information, and to view ads from the Be Safe campaign, visit www.simplexgrinnell.com/besafe.
About SimplexGrinnell
SimplexGrinnell, a business unit of Tyco Fire & Security, provides a comprehensive array of fire alarm, fire sprinkler, fire suppression, integrated security and healthcare communications systems and services. With over 450,000 customers, 11,500 employees, 150 local offices, and over 200 years of history in the fire business, SimplexGrinnell is the leader in the fire and life-safety industry. For additional information, visit www.simplexgrinnell.com.
About Tyco Fire & Security
Tyco Fire & Security, a major segment of Tyco International Ltd., provides electronic security systems, fire protection, detection and suppression systems, sprinklers and fire extinguishers. With $11 billion in annual sales and more than 90,000 employees, Tyco Fire & Security's products and services are used to safeguard firefighters, prevent fires, deter thieves and protect people and property.
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Copyright © 2005 SimplexGrinnell LP. All rights reserved.
Tyco, Simplex and Grinnell are trademarks of Tyco International Services AG or its affiliates. |
FOR IMMEDIATE RELEASE
CONTACT:
Chris Woodcock
SimplexGrinnell
(978) 731-7052
chwoodcock@tycoint.com
Deb Coller
Tyco Fire & Security
(561) 988-7035
dcoller@tycoint.com
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