Oerlikon case study

EMG Supports Oerlikon’s PAS and MTC3 Communications Strategy

Global engineering powerhouse Oerlikon chose EMG, the leading industrial technology marketing communications specialist, to develop its key messaging matrix and strategic trade media activities around the Paris Air Show 2019 (PAS) (June 17-23) and the 3rd Munich Technology Conference (MTC3) in Munich, Germany (October 8-10). The successful collaborations resulted in widespread media exposure and impact that further recognized Oerlikon as a thought leader within the technology space.

 

PURPOSE

Paris Air Show 2019 campaign:

  • Position Oerlikon’s brands as authorities within the aerospace industry in a C-suite targeted campaign.
  • Emphasise strategic themes rather than product innovation.

MTC3 campaign:

  • Draw visitor and media attention to the event.
  • Position event as the largest targeted annual platform for additive manufacturing (AM) professionals to network and share success stories.
  • Highlight MTC3 as more than a mere conference. Event is an open forum where thought leaders gather.

APPROACH

Paris Air Show 2019 campaign:

  • Marketing communications strategy combining: press releases, interviews and social media posts and videos before, during and after the show.

MTC3 campaign:

  • Organize social media promotion calendar, posts, supporting press releases and media outreach.
  • Creating genuine buzz via channels, including social media.
  • Partner with an industry influencer on conducting detailed technical interviews with several AM specialists.
  • Create a White Paper documenting proof points on reasons for optimism on AM technology.

IMPACT

Paris Air Show 2019 campaign:

  • 40 posts across LinkedIn and Facebook, with a further 48 posts appearing through Twitter.
  • Attracted almost 200k impressions through all social media channels.
  • Over 100 coverage pieces spread across print and online channels, including Tier 1 coverage in trade publications.

MTC3 campaign:

  • MTC3 attracted more than 1,500 AM professionals at the Munich event from 32 countries.
  • Excellent marcoms collaboration proved key to its success and industry defining position.

WHAT CLIENTS SAY


"EMG has a great reputation as an industrial technology marketing communications specialist, capable of getting to the heart of complex technical areas such as additive manufacturing. Their in-depth knowledge of the field, broad media relationships and tailored approach, made them an excellent partner to draw attention to our presence at PAS and to drive awareness at MTC3." - Andreas Bachmann, Head of Technology Communications at Oerlikon