Khalaf ... reaching out to a more digitally-savvy clientele.
Reynaers aims to inspire
01 April 2017
Reynaers Aluminium, a leading European aluminium systems provider, has launched a new fully integrated digital ‘inspiration platform’, for each global region to offer clients reports of trends and projects that would be interest to that particular market. The content showcased on this platform is designed to be shared and discussed through different output channels, mainly the social media platforms prevalent in each of the markets.
The 360-degree global marketing tool utilises digital technologies to customise content that would previously have been published in its highly sought-after print magazine called Report.
The new ‘inspiration platform’ allows each of its offices in various parts of the world to tailor content to suit the market.
For the regional market, clients can access the ‘Get Inspired’ platform on the website of Reynaers Middle East (www.reynaers.bh/get-inspired), the Bahrain-based regional office for Reynaers Aluminium.
“With a growing need to reach out to a more digitally-savvy clientele and with most of our stakeholders now reaching out to the world through their portable devices, it was imperative for Reynaers to adapt to the new paradigm shift in digital marketing,” explains Ali Khalaf, managing director of Reynaers Middle East.
He says the new inspiration platform has not only taken the print magazine to another level but also broadened the horizons by engaging stakeholders – mainly project owners, developers, architects and fabricators – where they can be part of the Reynaers experience in a truly inspirational medium.
The Report magazine featured the latest trends in the construction industry with regard to the aluminium systems segment. It also covered some of the most dynamic projects executed by Reynaers all over the world with a special emphasis on the unique solutions it provided for these developments. Additionally, new product launches and enhancements were also showcased through this publication.
“However, the content was heavily international, and projects in the region were few compared to the thousands of developments that Reynaers is involved with worldwide,” he says. “The new inspiration platform allows Reynaers to tailor content so that our clientele has exposure to Reynaers Middle East’s projects as well as those handled by the group globally.”
The new inspiration platform for the region is essentially connected to Reynaers’ website where key projects are updated on a regular basis and also form the topic of the social media posts. Followers can interact and share their views about projects in general or specific customised solutions adapted for various aluminium systems installed in the projects.
“Currently, the ‘Get Inspired’ section of Reynaers Middle East’s website features one local and two international projects where visitors can read the architect’s viewpoint about the experience of working with Reynaers and how the solution was devised alongside the unique requirements,” says Khalaf.
The local project showcased for Reynaers Middle East is the iconic waterfront Four Seasons hotel at Bahrain Bay, where project architect Thomas Behr addresses the strong design which is striking because of its simplicity.
“The project solution is explained through technical details, the aim of which is to entice website visitors or social media platform users to interact with each other regarding the design and Reynaers’ ability to offer precise solutions to the project requirements. The showcased projects can widely be shared through the website or social media platforms and vice versa,” says Khalaf.
The international projects featured include the Centre of Physical Sciences and Technology in Lithuania and Barco One Camps in Belgium. Both these projects are covered in depth and are shown through the architects’ eyes, with Reynaers’ role highlighted in each.
Reynaers Middle East is the Bahrain-based regional subsidiary of Reynaers Aluminium, a leading European specialist that manufactures and markets innovative and sustainable aluminium solutions for windows, doors, curtain-walls, sliding systems, sun-screening and conservatories.
Besides a wide range of standard solutions, the company also develops tailor-made solutions for all market sectors – from residential to commercial and industrial projects. Reynaers’ high-quality systems meet the most stringent demands in terms of comfort, security, architectural design, and energy-efficiency. It acts as a valuable partner – for architects, fabricators, solar installers, project developers, investors and end-users.
Founded in 1965, Reynaers currently employs over 1,770 workers in 40 countries worldwide and exports to more than 70 countries on five continents. The company is headquartered in Duffel, Belgium.
