Samson Rope is the oldest manufacturer of rope in the world, headquartered in Washington State, they are innovators in the design and manufacturing of new and complex synthetic rope solutions. They developed a product to address needs in the mining industry specific to steel wire cable. Their new entry product was focused on replacing steel cable tow lines with a new synthetic line that was lighter, stronger and easier to maintain in the harsh environment of mining. We were tasked with developing the strategy and materials to help introduce this product and help educate and convert the industry it was time to consider making a change.  

The Campaign consisted of email and print advertising, featuring custom on-location video production of the product in use. As well as the design and development of product specific infographics and case studies. 

Here are some of the campaign elements.