Sullair Rebrand Depicts Local Reputation

23/05/08 - Renowned for the reliable performance of its air compressors in the harshest of Australian conditions, leading compressor technology group, Sullair Australia, has adopted an iconic Australian expression as part of its new public identity: “She’ll be right mate. It’s a Sullair.” The slogan aligns the company’s public face with its industry-leading reputation, earned over 30 years of operations in the country. The new campaign will be unveiled progressively during the coming months, and will impact the company’s web site, catalogues, brochures and other technical and commercial documentation.

A feature of the Australian landscape, Sullair compressors are as familiar as kangaroos and cattle-grids to those in drilling, mining and other demanding industries. According to Sullair marketing manager, construction and mining, Ian Tessmann, Sullair compressors are ideal for the conditions encountered at Australian sites.

“The reliability of any air compressor is severely tested by Australian settings. Sullair compressors have a reputation for steadfast performance in the toughest environments,” he said. “Our support staff--located throughout Australia--frequently hear of Sullair compressors continuing to operate well after their planned replacement dates. The longevity of Sullair compressors speaks volumes about their suitability for heavy-duty applications in this country.”

While harsh conditions are common to most sites throughout the continent, the requirements of operators in different locations and industries vary. Recognising this, Sullair has instituted a system of tailored service and training packages, designed to meet individual needs. For example, some operators are equipped to carry out minor services themselves, while others prefer authorised Sullair service centres to provide a complete maintenance program. Sullair offers a range of support and training packages to suit all such requirements.

The combination of built-in reliability, suitability for harsh environments and a flexible approach to meeting the diverse needs of operators around the country, places Sullair in a unique position. Benefiting from Sullair’s 30 years of experience in Australia, operators can be assured that, if it’s a Sullair compressor, ‘she’ll be right mate.’