During their time as a longstanding Wake Media client, WinGD has introduced multiple marine propulsion technology products and services for ocean going vessels.
The Challenge:
Winterthur Gas & Diesel (WinGD) is a leading developer of low-speed gas and diesel engines for marine propulsion headquartered in Switzerland.
During their time as a longstanding Wake Media client, WinGD has introduced multiple marine propulsion technology products and services for ocean going vessels. As part of the product launch process, Wake Media has supported WinGD with marketing and communications activities to increase brand awareness among potential users of their technology and services in their target market.
In addition to increasing brand awareness among potential users, an objective for Wake Media in this particular campaign was to further increase WinGD’s brand awareness within the trade media. As such, a core component of the campaign was to build relationships with media representatives and to raise the profile of a newly appointed CEO.
Our Approach:
The Wake Media communications team worked with WinGD to develop clear messaging for the expert profiling of the newly appointed CEO, the wider C-Suite of executives and other identified experts.
WinGD spokespeople were then introduced to selected key media representatives in-person at trade shows by the Wake Media communications team, who also arranged interviews between WinGD representatives and the trade press via telephone and email.
In addition to the creation of messaging, the arrangement of introductions to the press and the setting up of interviews with key media representatives, the Wake Media team also assisted WinGD in the hosting of two press briefings over a 12-month period. The initial press briefing was the first time WinGD had hosted maritime media representatives at a designated event. One press event was held at a tradeshow and one press event was held at a location in London, UK.
Another approach taken by the Wake Media communications team to strengthen relationships with WinGD’s target market trade media was to organise one-to-one journalist visits to WinGD’s headquarters in Winterthur, Switzerland.
Ahead of executing the core aspects of this campaign, WinGD’s press release strategy was also evaluated. A new strategy to increase press release frequency was adopted, based on previous years this was subsequently increased by 50%.
Since one of the potential press releases to be issued during this campaign was to contain news of WinGD’s 12X92DF engine attaining a Guinness World Record for being the most powerful Otto-cycle engine ever built, the Wake Media team created and coordinated the application to the Guinness World Records. Hosting the press for a visit to the engine on location in China and a subsequent dinner in Shanghai at the Marintec trade show in 2019 was also organised by the Wake Media team, who were on the ground to assist with preparations and execution on the day,
Impact:
Key achievements in this campaign included the successful hosting of two press events and widespread distribution of a press release, supported by the arrangement of interviews with key media representatives.
In total, 33 maritime media representatives attended the London press briefing event and 13 attended the press briefing held at the trade show. From the press release issued during the campaign, 454 editorial mentions were generated with a potential reach of 62.2 million readers. Executive profiling in the trade media outlets, Tradewinds and Lloyd’s List was also attained during this campaign.