Explore – A recent move to Millennium Campus in Greenville, SC, spurred big four lighting manufacturer, Hubbell Lighting, Inc., to promote its new LEED registered headquarters to the media by producing an event. The crown jewel of the headquarters, the unparalleled Lighting Solutions Center, was to be prominently featured via tours and public relations efforts.The lighting giant challenged Agency-Z with getting the word out to trade publications and supplying adequate information to take away after their visit.
Think – Agency-Z worked with Hubbell Lighting executives and the company’s public relations team to formulate a strategy and precise tactics to impress the media to promote the new headquarters. A traditional press kit wouldn’t do. Agency-Z created a teaser direct mail campaign to stimulate curiosity about the event. Agency-Z suggested and ordered personalized leather padfolios for each media invitee to be handed at the event. A spiral-bound, tabbed guide offered all the press releases regarding the Hubbell Lighting Grand Opening in an easy-to-reference format. An interactive CD provided the same releases in addition to links to online information, contacts and professional photography of the building. To encourage return visits, a distinctly Greenville welcome package placed in the media members’ hotel rooms included local fare, visitors’ guides, apparel from local sports teams and a CD with photos from the area.
Create – Following the grand opening press event, writers and editors expressed appreciation for a well executed junket. Coverage garnered from XX publications raised awareness of Hubbell Lighting in the industry as well as their new home, Upstate South Carolina.enter, garnered coverage and encouraged customers and prospects to visit.
Branded look and feel
Teaser direct mail campaign
Press information booklet
Press Kit DVD
Welcome kit for hotel rooms