PPG Industries – COEX

Norman Y. Mineta San Jose International Airport (San Jose, CA)

The Challenge:
PPG IdeaScapes integrates glass, metal coatings and paint to provide a complete solution for sustainable building design. PPG’s Architectural Metals coatings group wanted to highlight projects featuring new Duranar® powder coatings, one of the many sustainable products offered through PPG IdeaScapes.

The Strategy:
We developed a case study and media relations campaign centered around PPG’s first monumental architectural project constructed with Duranar powder coatings – the new Terminal B concourse at the Normal Y. Mineta San Jose International Airport in California. A key strategy for this campaign was to position the product as an environmentally advanced, ultra-low-VOC powder based on the same technology as liquid Duranar coatings, which have protected and beautified buildings for more than 40 years. To do this, we interviewed other companies involved with this project – the architectural firm, metal panel manufacturer, and coatings applicator – to learn more about the scope and application of the project. Including others’ perspectives allowed PPG to include detailed information on the benefits of their product for this specific project. In addition, Y-M purchased professional photography of the terminal to include in the case study. The photography was also used in a news release to showcase the application of the new product and on the PPG IdeaScapes online photography gallery.

Results:
PR Placements in national trade publications:

  • Coatings World
  • Design Cost Data
  • Powder Coated Tough
  • Design and Build with Metal

Click here to view the Case Study (PDF).