FOR IMMEDIATE RELEASE
STEEL LEADER RETAINS PERSPECTIVE FOR EFFECTIVE BRANDING STRATEGY

OAKVILLE, Ontario, Friday, October 30, 2009 - Today, ArcelorMittal, the world's largest steel company, launched a campaign called "Community Strength" developed by Perspective Marketing Inc., an Oakville-based company. Today's announcement comes on the heels of a third-quarter profit of $903 million for ArcelorMittal, as reported in the New York Times on Wednesday, October 28, 2009.

ArcelorMittal Dofasco has always maintained that community involvement from the company - from employees to executives - has been key to the company's success. When a new approach was needed to show the community that ArcelorMittal Dofasco was here to stay and continuing its commitment to the community, the company called on Perspective Marketing Inc. to develop a comprehensive brand strategy.

"We were excited to work on such a special project because it was about the community," says Steve Montague, CEO, Perspective Marketing Inc. "It gave us the opportunity to connect ArcelorMittal Dofasco and health care, education, arts and charitable organizations within the community."

The new "Community Strength" brand was launched today in the Hamilton Spectator; through a series of display banners to be used throughout the community; through a testimonial-style radio campaign, featuring key members of the community who speak to the value of ArcelorMittal Dofasco's donations; and through a new website to be launched within a week.

The brand, "Community Strength," combines ArcelorMittal's commitment to the community and the company's long history of producing steel products. ArcelorMittal Dofasco is championing strong communities by contributing to key associations including the United Way, Hamilton Arts, Hamilton Health Sciences and education institutions such as McMaster University and Mohawk College.

For more than 13 years, Perspective Marketing Inc. has worked with public and private sector organizations throughout Ontario and Canada to deliver messaging that is informative and impactful. An award-winning, full-service advertising agency, Perspective Marketing Inc. co-ordinates editorial, photography, creative layout and design. Perspective also provides full creative services including logo design, print and broadcast creative, multimedia services, custom publishing and marketing strategy development.

For more information, please contact:

Steve Montague
CEO, Perspective Marketing Inc.
Tel: (905) 338-0630 ext. 212
Fax: (905) 338-7225
steve@perspective.ca

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