Huntsman Advanced Materials GmbH – Araldite Digitalis/Creaxia Launch
BRIEF: Showcase revolutionary rapid manufacturing technology in its first commercial environment and generate positive press coverage.
RESPONSE: Tregartha Dinnie organised a press conference for the roll-out of Araldite Digitalis, a unique and innovative approach to rapid manufacturing, in its first ever commercial environment at Creaxia Produxia's offices in France. Over a four month period, the agency targeted key French business, technology, design, local, regional and international media, extending the opportunity for attending French media to interview members of Huntsman's and Creaxia's senior spokespeople.
The account handling team managed all the media enquiries and sector specific press releases were developed then included in CD-Rom press packs containing technical diagrams, graphs and background information.
Post launch follow up activities were undertaken with all non-attending media in the international and European sector specific press immediately after the event.
The media campaign provided excellent press coverage, reinforcing Huntsman's position as a market leader and extending the reach into new markets with coverage in a number of French design and lifestyle publications.