Triad helped evolve Ulterra’s B2B marketing efforts into a more cohesive, integrated campaign. The goal was to accurately project the company as a true market leader and the driving innovative force in the oil and gas industry. As part of the overall branding process, Triad was tasked with creating a tagline that effectively communicated several key characteristics: an innovative company culture, a commitment to R&D and lean manufacturing, and a great willingness to be different. The new tagline Thinking Forward. Challenging Limits.™ met all the requirements for effectively communicating Ulterra’s personality.
Triad also created an official Ulterra press kit, which required extensive PR efforts including company press releases and feature articles in industry publications. In addition, new product brochures and print ads were created to highlight the innovative bit designs and manufacturing capabilities Ulterra has to offer. All marketing efforts targeted top industry executives and national and international drilling operators as the primary audience.