The client needed help in launching the world’s most advanced air-cooled chiller – the ATS – to the UK market.
With our extensive experience in building services PR, PRG recommended a two-tiered launch strategy, one for trade and one for customers. The trade PR strategy would involve inviting key HVAC editors to McQuay’s factory in Rome, to be among the first to view the new ATS chiller.
The five editors and a PRG representative were hosted by James Henley of McQuay (UK) Ltd on a two-day familiarisation tour of their factory in Cecchina, Rome, to see the ATS in action. Amongst the five editors were Julian Milnes, Deputy Editor at RAC, Lynn Sencicle, Editor at ACR News, Mark Thrower, Editor at Energy in Building and Industry, Mark Emson, Editor of ACR Today and Neil Everitt, Editor of the new online Cooling Post.
Upon arrival at the factory editors were welcomed and given presentations including an overview of McQuay’s pioneering background in the chiller production market and the key product features of the new ATS chiller.
The editors would subsequently cover the ATS product launch in their respective publications and online following the launch event. The marketing services we offered included: devising a launch strategy; contact and liaison with editors to attend the press trip; organising itineraries; accommodation and flight details for all attendees; producing launch material including press pack with press release and product images.
In consequence of our building services PR campaign, the factory tour generated editorial coverage in six leading HVAC titles with coverage worth over £30,000. We also established a successful working relationship between key HVAC editors and our client, McQuay UK Ltd.
Mark Emson, Editor of ACR Today commented:
“My recent trip to the McQuay factory near Rome fulfilled all of the essential criteria in that travel was made easy and Laura from PRG was a pleasure to be around; always on hand and ready to help. Essentially, the product we went to see was well worth the distance. As genuine innovators, McQuay presented a product that is, as far as I know, unique in their industry and it was a privilege to be amongst the first to see it.”
Take a look at the website here: www.daikinapplied.uk