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Case Study: Launch Event Case Study

LSE-listed Aggreko plc is the global leader in the provision of temporary power and temperature control services. This means that they power everything from stadiums to PGA events to cities and mines. They opened their first SA service centre in Midrand, Johannesburg on the 4th May 2009. PURE Communications was engaged to invite media and get publicity around the launch event.

The Challenge:

The challenge all started with the date; Monday morning, 4 May, the first Monday after an extended holiday season that included national elections. Getting journalists to an event on a Monday, and after five straight weeks of four working days or less, is nearly impossible. But that was the only day we could get the global CEO and key executives in South Africa on the same day, so we had to make a plan.

The Event

Francois Pienaar officially inaugurated the facility, captain of South Africa’s Rugby World Cup winning team, at an event, which gave media and local businesspeople the opportunity to tour the facility. In a goodwill gesture signifying a long-term commitment to South Africa, a cheque for was presented to Francois Pienaar to support his foundation, ‘Make A Difference’, which helps to provide education for disadvantaged youths in South Africa.

As usual, PURE Communications set out to attract both trade and general business media. Surprisingly, the turnout was excellent. For general business media, we brought the likes of the Sowetan, The Times, The Midrand Reporter, and Engineering News, and as for the trade media, Energize, African Energy Journal, Mining Weekly, African Mining, and ESI Africa all attended. All in all, 16 journalists attended.

The coverage was excellent and ran for two months. The final ROI was 813% on 16 published print articles and scores of coverage online.