Press Pack Creation for Carrier at Data Centre World Paris

Challenge

Carrier Europe faced a hurdle; simply attending the event was not enough to guarantee impactful exposure. To successfully publicise their patented chiller technology, they needed to reach two audiences: trade press attendees at the event in Paris and those covering the industry remotely. The primary challenge was creating a resource that catered to two distinct journalistic needs simultaneously. First, it had to provide ‘oven-ready’ content for reporters needing to publish instant news on the day. Second, it had to offer sufficient technical depth and background information for journalists intending to write their own detailed, accurate articles. The pack needed to ensure that all coverage, regardless of format, remained technically precise and aligned with Carrier's messaging.

Solution

PRG developed a multi-layered media toolkit designed to maximise coverage and minimise friction for journalists. The solution involved a blend of high-quality design and strategic content curation:

• Professional Design: A professionally designed, clean, high-quality visual document that reflected the standards of the Carrier brand.
• Core Narrative: A formal press release and two expert-led articles (a Q&A and a Thought Leadership piece). These assets centred on the core benefits of the new chiller, specifically highlighting its potential to deliver energy and cost savings while minimising carbon emissions.
• Dedicated Quote Sheet: To streamline the writing process further, PRG outlined key quotes on a separate page. This allowed journalists to easily identify and lift impactful statements directly from the document without having to sift through longer transcripts.
• Accessible Expertise: Through transcription and information organisation, PRG leveraged interviews with key experts to ensure the written content could be modified where required and published fast.
• Technical Depth: Extensive background information, technical specifications, and a breakdown of features and benefits. This ensured that journalists wishing to craft unique, deep-dive stories had the freedom and resources to do so with complete accuracy.
• Visual Assets: The written content was supported by high-quality product imagery suitable for print and digital publication.
• Clear Communication: Prominent media contact information was included to ensure immediate access for follow-up queries.

Result

The resulting press pack served as a comprehensive ‘one-stop shop’ for the media. By combining ready-to-publish articles with raw technical data and easily accessible quotes, Carrier empowered journalists to accurately and efficiently cover the launch of the AquaForce® 30XF with FreeBoost™ Technology. This approach ensured that the news reached a wider European audience, securing coverage from both attending journalists and the broader trade press.

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