Historically, our marketing communication at Axelent has always had good impact. Rarely has this been clearer than now as we summarise the first part of our global campaign. It not only gave us our new safety agent Axel, but also a very wide spread of our brand worldwide.
The Axelent brand has never been stronger than it is now. This is down to a systematic and long-term approach where we have been careful to handpick the context in which we are mentioned. Our most important channels include trade fairs, sponsorships, X-News and, in recent years, social media.
Axelent stands for speed, service, safety and smart solutions, the very essence of our message. Our new friend Axel will now personify these core values. It is good to see that so many people have watched the film of Axel who, despite some worries, manages to make the sawmill safe. But the campaign has not been about Axel himself, but about safety. Our film Made in Hillerstorp is also very popular. If you have missed any of the films or wish to see them again, you will find them on our YouTube channel under Axelent Group.
Automation has never been more relevant than it is at present and it brings with it an increased focus on safety. On June 19-22 we will be at Automatica in Munich, a huge meeting place for everybody in the business. And on May 15-18, Axelent AB and Axelent Engineering will be present at Elmia Automation in Jönköping, the perfect opportunity to show the importance of safety in automation. I look forward to seeing you there!
Mats Hilding, MD, Axelent AB