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ETS – European Tissue Producers

Situation

The European Tissue Symposium (ETS) is a trade association, organized as a non-profit association established in the International and European Union environment of Brussels, Belgium. The members of ETS represent the majority of tissue paper producers throughout Europe and about 90% of the total European tissue production.

Project

The ETS Tissue Category Growth Task Force faced a declining shelf space for its premium products in the retail chains due to increased interest from the large chains for private label and discount products. A communication project needed to enhance more awareness for the added value of these premium products for both consumers and retailers.

Strategy

ETS and PRP (Belgium) opted for an integrated campaign targeting 500 top retail managers in 19 European countries. The campaign needed to demonstrate the added-value of premium products also for retailers. She was built in three waves to enhance increased visibility and presence, using one wave per type of product. Personalised direct mail and media relations with a selection of the key trade publications in each market, were the two channels used.

To achieve a perfomant placement of the information in the media, PRP (Belgium) brought in several European members of the PRGN network, a.o. Industrie-Contact (Germany), Cullen Communications (Ireland), SCR Relaciones Publicas (Spain) and Peter Sawell (United Kingdom). PRP was responsible for the editing of the messages and materials, as well as the guidelines for both the colelague agencies and the local partners of the ETS-members, and for the overall coordination and reporting.

Key elements of the campaign included a.o.:

  • Pan-European mapping of the trade magazines;
  • Collating and stringent handling the clients lists of the ETS-members;
  • Research and analysis of the special projects and relevant innovation cases provided by ETS-members;
  • Editing the press and DM-documents;
  • Translations;
  • Direct mail to 500 top retail managers;
  • Providing guidelines and procedures to both PRGN-agencies as local ETS-representatives;
  • Coordination with the ETS Tissue Category Growth Task Force and with their representatives in the markets;
  • Coordination with the PRGN-agencies;
  • Monitoring of print and online results and evaluation;

Results

Multiple articles in all concerned markets in more than 70% of the targeted trade magazines, ongoing media presence for an overall advertising value of almost 0.5 mio EUR.