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BASF Joins 'The Metal Initiative' To Help Promote Benefits Of Metal Construction

BASF’s Industrial Coatings Solutions business has announced that it is a sponsor of The Metal Initiative, a new campaign of the metal construction industry that is designed to increase sales of metal roofs and walls in North America.

The Metal Initiative (TMI) is a five-year marketing communications program launched by the metal construction industry to inform building owners—as well as other building industry professionals such as architects, general contractors and construction managers—about the merits and comparative advantages of using metal in roofs and walls. BASF, a major supplier of coil and extrusion coatings for the metal construction market, has committed to supporting the initiative with a substantial contribution over the duration of the campaign.

“We agreed enthusiastically to participate in ‘The Metal Initiative’ because we saw it as an innovative and important way to promote and strengthen the metal construction industry,” said Tom Hoenle, Director of BASF’s Industrial Coatings Solutions business in North America.

“One of our strategic guidelines is helping our customers be more successful, because we know that our success is dependent on theirs. We are confident that The Metal Initiative will help both BASF and our customers by expanding the market for coated metal applications in construction.“

“BASF has long been a strong supporter of the metal construction industry,” added Hoenle. “We are members of most of the leading industry associations, and we have been in the forefront of developing innovative coatings technologies, including the industry’s first ‘cool roof’ coatings, which help cut energy consumption without limiting color choice.”

The Metal Initiative is a fully integrated campaign that includes advertising, public relations and direct marketing elements. All TMI activities are funded by the member companies and by industry associations.

More information about TMI is available on the program’s website:

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