Henkel leverages EMG’s media relations skills to promote its new test facility
Henkel was excited this past summer to open its new CompositeLab in Heidelberg, Germany, as a state-of-the-art test facility where its experts can collaborate with automotive customers, and help them to develop and bring new ideas to market faster. In the facility, customers can do trials using high-pressure resin transfer molding (HP-RTM) equipment and explore new composite parts and processes.
But collaboration requires partners, and Henkel looked at EMG to help to spread the word.
At the same time, Henkel Adhesive Technologies was expanding its Teroson-brand portfolio of liquid-applied sound deadeners (LASD) for the automotive industry.
EMG jumped into action. We wrote and distributed two press releases -- one each about the new lab and new materials -- and distributed them in German and English. The releases were covered in more than 10 countries in diverse publications covering plastics, automotive, composites, chemicals and more.
Henkel chose June 8 as the day to host key trade journalists and show off its new Heidelberg facility. EMG identified key target publications, invited the media to attend, and briefed the spokespersons for the event. We also provided on-site support that day, followed up to maximize coverage, and provided debriefing and coverage analysis to our client.
Trade editors -- from Germany, France and the UK -- attended the media day, and they interacted with designated Henkel spokespersons whom EMG helped to prepare.
Yasmin Brimo of Henkel commented: “After the event and the distribution of the press releases, we received a number of commercial inquiries about the new lab from interested parties in the UK and Germany, emphasizing the reach and the success of the media relations program.”
We were pleased to play a key role in helping Henkel to roll out its impressive new lab and extended materials range to a broad industry audience. It is great to see that our media relations activities helped to create business leads.