If you’re interested in the latest logistics news, like we are, you’ll remember the launch of the ‘We Love Logistics’ marketing campaign by UPS in September 2010.
UPS rolled out a series of new adverts across print, television and digital media with striking ‘We [HEART] Logistics’ branding, which reflected their desire to deliver the broadest range of transportation and supply chain solutions to its customers.
At the time, this campaign struck a chord with us at PRG, and it still does today, as we too are passionate about the logistics industry, more specifically delivering logistics PR campaigns that keep our clients at the forefront of their customers’ minds.
Igniting our love of logistics PR
There is one client in particular that was responsible for igniting our love of logistics public relations, and that’s Goplasticpallets.com, the largest and fastest growing independent supplier of plastic pallets and boxes in the UK.
Since they approached us eight years ago, we’ve fully immersed ourselves in the world of materials handling and logistics, so much so that we’ve helped our client achieve up to a 40 per cent increase in sales year on year with our proactive approach to logistics PR.
Our logistics public relations campaigns
Although plastic pallets might not be the sexiest product to promote, the art of good logistics PR requires a combination of creativity and great storytelling to make a product appeal to and inspire the desired audience.
PR campaigns don’t need to be complicated or elaborate to be successful.
In fact, some of our most successful PR for Goplasticpallets.com has been customer case studies – editorial that tells a story that likeminded customers can easily relate to.
Although we’ve come up with all kinds of plastic pallet campaigns over the years, I’ll just share a couple of them with you’
Olympic logistics PR
The year 2012 was a hugely important one for UK logistics as London played host to the Olympic Games.
The UK logistics industry is worth over £96billion to the economy each year and employs around 2.3 million people in over 180,000 companies. Without these logistics companies, the Games would have ground to a halt since they were responsible for making sure that the right things were in the right place, and at the right time!
We were quick to spot a PR opportunity for Goplasticpallets.com when we found out that our client was involved in a project to help a major pharmaceutical company speed up the production of its popular sports drinks to meet demand for the London 2012 Olympics.
We contacted the customer and interviewed them about the manufacturing process and how our client’s plastic containers were being used and generated a news story in addition to pitching several feature-length editorials to logistics trade magazines.
We also brought in a professional photographer to take photos of the containers in action to ensure our story had great visuals to go with it.
In total, our Olympic logistics PR campaign generated media coverage worth a value of £11,000, which included coverage in four of the top logistics and materials handling trade magazines and on five trade websites.
Helping those in crisis
Another logistics PR campaign of ours was successful at both raising awareness of the benefits of our client’s plastic export pallets, whilst raising money for charity!
I’m sure you remember when Hurricane Sandy made worldwide news in October 2012 as one of the deadliest and most destructive hurricanes and the second-costliest in United States history.
Fixing the devastating destruction required a huge collaborative logistics effort, one which the British Red Cross played a tremendous part in, providing aid to the vulnerable people in the Caribbean and the US affected by the disaster.
We encouraged Goplasticpallets.com to join the logistics effort by donating to the British Red Cross, by giving £1 to charity for every one of its export pallets ordered between 14 November and 14 December that same year.
The PR campaign achieved wide spread media coverage for our client’s export pallets but even more importantly, it raised £3,239 for the British Red Cross and helped promote a very worthy cause.
More logistics PR
If you’d like to find out about our latest PR campaign for Goplasticpallets.com, you can read about it here.