NEED
Position P&H Genuine Parts as the only brand that assures P&H performance. Targeted Mining and Process Industry Executives. Message was backed by P&H’s proven record of faster cycle time, longest continuous operation, increased productivity and and proven lowest cost per ton produced. P&H Mining Equipment’s product line includes electric mining shovels, drill and draglines.

SOLUTION
Phoenix created a P&H Genuine Parts logo, utilized their #1 differentiator for copy (“Only P&H parts assure P&H performance.”) and designed the ad to be complementary to our established template family of ads. We recommended a full-page size in four-color to run in the top three trade publications: Mining Engineering, World Mining Equipment and World Coal. Distributed ad to MinePro executives via e-mail. (Their global network of 1500 people for support and service.)

RESULTS 
Feedback from P&H, dealers and end customers has been great. Sales increased 15%.