TMK received the prestigious communication award for the promotion of Severskaya Blast Furnace
Pipe Metallurgical Company (TMK) received an award at the 27th Silver Mercury Awards for Creative and Marketing Communications for the communication project "Seversk Blast Furnace – 165 years of the industrial pearl of the Urals". The company took the "bronze" in the nomination "Promotion of territories".
In 2025, which was the anniversary year for the Severskaya Domna museum complex, TMK conducted a large-scale communication campaign to strengthen the museum's position as a symbol of the Ural industrial heritage, form the image of the Seversk Pipe Plant (STZ) and TMK as a socially responsible business, and create an image of Polevskoye as a city with a rich cultural and historical background.
The strategy was implemented on four levels: the 165th anniversary of the blast furnace was used as a media information guide, during which a tourist route was launched for a wide audience, combining visits to the museum and existing workshops. Also, in addition to the regular excursion program, Severskaya Domna hosted more than 20 educational and cultural events for residents and guests of Polevskoye.
The accessibility of the museum complex has also increased thanks to digital tools such as online museum ticket sales, video and photo projects, and public awareness through social media. As a result of offline events and a communication campaign, the number of subscribers to the official page of Severskaya Domna on the VKontakte network has increased by more than a thousand people.
"The popularization of the Seversk blast furnace as an object of federal importance and a point of attraction for city residents and tourists solves the strategic task for TMK to develop the territories of its presence. As a result of the communication campaign, attendance at the museum complex in 2025 increased by more than 17% compared to the previous year. This was achieved thanks to the integration of industrial heritage and modern production within the framework of a unified communication and tourism program, an emphasis on local identity and a look at the history of the city, region and country through the stages of industrial production development," said Fyodor Klimkin, Director of Public Relations and Strategic Communications at TMK.
The museum complex covers an area of more than 8 thousand square meters and includes two historical buildings — a blast furnace shop and a former cry factory, as well as an open-air exposition of old equipment and mechanisms and the Transfiguration Chapel, made entirely of metal. The basis of the complex is the blast furnace itself — the only masterpiece of Ural industrial architecture of the mid-19th century, preserved almost intact to the present day. The museum's collections contain 30,000 exhibits related to the history of Ural metallurgy. In 2025