Case studies
Amorim
Background
Portuguese group, Amorim, the largest cork producer in the world, is described by Forbes Magazine as "number one, two, three, four and five in the cork industry". Seventy percent of this material is used to make cork stoppers for wine. PRGN France consultancy, Greenwich, has been working with Amorim since the company established a French presence in 1992.
Project
In recent year’s plastic and aluminium wine closures have been progressively taking market share from Amorim. Citing the absence of "wine taint", the plastic and aluminium industries have mounted a successful proactive PR campaign while the cork industry’s response has, in the main, been defensive.
Greenwich recommended that Amorim tackle this issue head on by staging three round table "conference of consensus" events, utilising independent experts, on the topic "Cork, Aluminium, Plastic : Impact of the Closure on the Consumer, the Environment & Wine Development".
Strategy
PRGN agencies in Germany, Italy and Spain worked with France on this project. Each PRGN consultancy recommended a suitable spokesperson in their own market to disseminate the "conference of consensus" results.
Key elements of the campaign included:
- Presentation of the round table event results at the OIV Congress (International Organisation for Vine & Wine) in 2007.
- Preparation of an international media kit with detailed analysis of each "conference of consensus" by Greenwich.
- Adaptation and translation of all materials by each PRGN consultancy.
- Pitching to media by an "on-the-ground" PRGN team in each case.
- Full media follow-up by each PRGN team.
- Use of nominated expert spokespeople in each market to lend further credibility and weight to the findings.
Results
The Amorim PRGN team achieved:
- 150 articles examining the "conference of consensus" results across five international markets.
- Radio interviews and coverage in two of the most important markets.
Danaher Motion
Background
Danaher Motion, a $1 billion+ global motion control company incorporating over 30 industry leading brands, invited German PRGN consultancy, Industrie-Contact, to pitch against four other agencies for its European business in 2004.
The client reported that Industrie-Contact won the business based on three key criteria: industry know how, strength of its international network, and price. The additional PRGN agencies involved were Sound PR, Italy, and Beyond PR, UK.
Project
The three PRGN agencies developed a business-to-business media-led campaign, focussing on relevant client and end user digital and print outlets, across five key markets – Germany, Austria, Switzerland, Italy and the UK. Led by Industrie-Contact, this campaign is ongoing.
Strategy
The three PRGN consultancies identified media targets in line with the client brief of raising awareness in key end user sectors and supporting sales. The majority of source material is developed by Industrie-Contact, and adapted by its PRGN partners for use in their own markets.
Key elements of the campaign include:
- Authoring, issuing and follow-up of at least 12 product orientated releases per annum.
- Quarterly interview programme with selected titles in some markets
- Authoring and placement of by-lined articles and case studies in key print magazines.
- Arrangement and moderation of individual meetings between Danaher Motion’s head of European Marketing and editors of key media at German trade shows.
- Creation of press releases and case studies for use in additional English speaking international markets by Beyond PR.
In 2007 Industrie-Contact, Sound PR and Beyond PR achieved:
- Almost 400 print and online editorial placements.
- Over 80 individual meetings with trade journalists at four trade shows.
- Major coverage of a Danaher Motion industrial solution in Germany’s leading business daily newspaper, "Handelsblatt".
Eriez International
Background
US company Eriez, acknowledged as the world leader in magnetic, separation, vibratory and inspection equipment for over 80 different industries, has been a client of PRGN member, Stevens Baron Communications (SBC) of Cleveland, Ohio, for over 5 years.
Project
In mid-2007 SBC was asked to advise Eriez on the most effective way to introduce two new breakthrough recycling products – ProSort and FineSort – to a global audience on a limited budget. In consultation with the client, SBC identified the seven key markets on which Eriez should focus to enable it to achieve its objectives within the advised budget constraints. PRGN consultancies in France, Spain, Germany, Italy, Australia, the UK and Japan were briefed to carry out this project.
Strategy
Each PRGN consultancy identified appropriate media in conjunction with local Eriez representatives. SBC produced a full international media kit for the PRGN project team.
Key elements of the campaign included:
- In-country adaptation and translation of the full press kit, producing either one or two news releases dependent on the media requirements in the market concerned.
- Pitching to media by an "on-the-ground" PRGN team in each case.
- Full media follow up.
- Full reporting to the client via SBC from all markets.
To date, across six of the seven markets:
- PRGN has produced over $693,500 worth of coverage according to the client’s Advertising Equivalency formula.
- This figure will increase with the launch in Japan due to take place later in 2008, and with more results to come from the UK.
Hotel Chocolat
Background
Prestigious European chocolatier, Hotel Chocolat, wanted to launch its products in specific US markets – San Francisco, Boston and Atlanta – in time for the holiday gift buying season. Working with Hotel Chocolat’s US agency, Lannon Communications, PRGN agencies in these three cities – Landis Communications, The Castle Group and The Ledlie Group – devised and implemented a successful multi-faceted PR campaign to achieve the client’s objective.
Project
The challenge was immense. Not only was Hotel Chocolat unknown to US consumers, but products would only be available online at the Hotel Chocolat virtual store. Communication of the brand’s high-end ‘hip and authentic’ positioning was also crucial.
Strategy
Lannon Communications and the PRGN team devised a two-pronged approach:
- Initiate a Hotel Chocolat Ambassador program.
- Conduct a proactive media outreach program.
The PRGN team focussed on select food media – broadcast, online and print – for its media outreach program. Individual pitches ranged from simple new product launch items to Angus Thirwell teaching a television show host the secrets of cooking with high-end chocolate.
Results
The PRGN team achieved:
- Significant print, broadcast and online coverage across the launch regions, including a segment on ABC-TV San Francisco.
- Buzz and feedback from food bloggers and websites in the target areas.
- Numerous drive-time radio mentions in Atlanta and Boston.
- Celebrity exposure and endorsement in each region.
- Establishment of partnerships with regional non-profit groups leading to Hotel Chocolat being featured at a number of high visibility events in each community on an ongoing basis.
