The world’s leading steel producer, ArcelorMittal, has launched a new innovative online version of its Group magazine boldspirit.

On October 23 the launch edition of ArcelorMittal’s innovative webzine boldspirit went live. This state of the art ezine was originally launched as a print magazine in 2007.

In its first phase 2007-2008, boldspirit was an award winning high-end print publication with a dynamic and human focus. It captured the essence of ArcelorMittal’s ‘esprit de corps’ while chronicling the ‘Mittalic’ rise of the world’s largest steel company.

boldspirit 2009: a cutting-edge dynamic ezine

In its second phase, launched in October 2009, boldspirit becomes a cutting-edge and dynamic ezine, retaining human focus but becoming more transparent in its communication and editorial style. Designed as a means to facilitate internal communication, this global, innovative, and gathering communication tool completes ArcelorMittal’s Web TV and is accessible to all.

A high quality forum for both an internal and external audience

From the beginning of the project the 360° communications consulting agency Vanksen worked in close cooperation with ArcelorMittal’s Internal Communications team to create the concept, development and online publication of this dynamic magazine, in line with the Company’s brand motto ‘transforming tomorrow’. The boldspirit ezine remains a platform that all areas within the Group can use and a high quality forum that reflects leadership and provides communication when it is needed the most. As an ezine written mainly in English, boldspirit addresses a mainly professional and more external audience capturing stakeholders and media. The human dimension is underlined by highlighting employees worldwide, such as in the feature, “A Day in a Life” which highlights one worker’s day. An ezine as voice of transparency and leadership for steel boldspirit ezine positions ArcelorMittal, especially in turbulent times, as the voice of transparency and leadership for steel. It is more able to communicate today about ‘transforming’ tomorrow, while at the same time maximizing corporate communications on all levels across two media at a fraction of previous costs.

This innovative tool allows ArcelorMittal to highlight its image and consolidate its communication by letting Web users participate, thus engaging them more in their relationship with the brand. boldspirit is the latest of a number of successful projects created in cooperation between the steel giant and Vanksen communications agency. Seasons 1 and 2 of ArcelorMittal Web TV were a major success both internally and externally; season 3 is currently in the pipeline.

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About ArcelorMittal

ArcelorMittal is the world’s leading steel company, with operations in more than 60 countries.

ArcelorMittal is the leader in all major global steel markets, including automotive, construction, household appliances and packaging, with leading R&D and technology, as well as sizeable captive supplies of raw materials and outstanding distribution networks. With an industrial presence in over 20 countries spanning four continents, the Company covers all of the key steel markets, from emerging to mature. In 2008, ArcelorMittal had revenues of $124.9 billion and crude steel production of 103.3 million tonnes, representing approximately 10 per cent of world steel output.

ArcelorMittal is listed on the stock exchanges of New York (MT), Amsterdam (MT), Paris (MT), Brussels (MT), Luxembourg (MT) and on the Spanish stock exchanges of Barcelona, Bilbao, Madrid and Valencia (MTS).

For more information about ArcelorMittal visit: www.arcelormittal.com

About Vanksen

Operating in the USA, Luxembourg, France, Switzerland, Italy and China, with 70 employees and a turnover of €9 million in 2008, Vanksen is a 360° communications consulting agency that combines 5 fields of expertise:
 Consulting: communication strategy, visibility strategy, 1.0 and 2.0 media plan & benchmark
 Creation: create digital, print, audiovisual and event campaigns
 Media and activation: natural and sponsored brand visibility in search engines, online/offline ad sales, presence in social media and on blogs
 Monitoring and analysis: online brand promotion and protection, analysis of online conversations about your brand and products
 Training: 70 conferences per year / training per topic: target, industry, marketing 2.0, buzz, viral / events: organize key events in buzz, viral and 2.0 marketing

With over 2,300 published posts and 125,000 page views per month, the agency’s blog http://www.culture-buzz.com is the biggest website on word-of-mouth in France. The blog analyzes the latest trends in blog, buzz, guerrilla, and viral marketing every week. It is available in English and in French. We work with leading brands such as Procter & Gamble, LVMH, Microsoft, Louvre Hotels, ArcelorMittal, Quiksilver, Warner Bros, Ubisoft, 20th Century Fox, Canal Plus, BIC, Sony, Nokia, LG, Casio, Roxy… to create and implement online and offline communication concepts.

Contact: Emmanuel Vivier, CVO / Phone: +352 48 90 90 220 / Email: evivier@vanksen.com