Case Study – ASSA ABLOY media outreach

Developing various story angles to appeal to a range of targeted media contacts resulted in high attendance at ASSA ABLOY's site launch event, and generated more than 20 magazine and newspaper articles.

In August 2006, our long-term client ASSA ABLOY Australia, the company behind well-known lock brand Lockwood, held the public launch of its multi-million dollar site redevelopment in Oakleigh, Victoria.

Designed by respected Victorian architects Baldasso Cortese, the new site includes a ‘Centre of Design Excellence’ for the research and development of innovative technologies and an expanded manufacturing facility.

Connecting Images worked alongside ASSA ABLOY to manage the invitations and roll out the event. We also conducted a highly successful media campaign that resulted in significant coverage in newspapers and trade publications.

How we made it easy for our client

Connecting Images:

Developed the event theme, ‘Local Skill – Global Strength’
Designed and produced stylish invitations with individual ‘swipe cards’ to represent the technological advances in locks since the Lockwood brand was established more than 60 years ago
Liaised with the office of keynote speaker, Hon. John Brumby
Invited guests and media to the event
Managed the RSVP database
Assisted with the welcoming and registration on the day
Prepared speeches for keynote speakers
Conceived and conducted a highly successful media campaign

Objectives

Ensure high attendance level of guests and targeted media contacts to the site launch
Generate magazine and newspaper articles
Reposition Lockwood/ASSA ABLOY as a future-focused operation
Re-engage employees with the company's vision.

Strategy

Develop engaging and relevant story angles to appeal to business media, architectural and trade publications, on-line media and local, state and national major daily newspapers.
Releases prepared for general media were about the extraordinary long-term work and personal relationships forged at ASSA ABLOY (more than 60% of ASSA ABLOY Australia’s employees have been with the company for more than 10 years).
For business media, releases focused on how committed ASSA ABLOY is to maintaining product development and a major presence in Australia; how it is more economical to manufacture some products here in Australia, rather than in China or India; career and training opportunities for employees of ASSA ABLOY.

Results

Almost 100% attendance at ASSA ABLOY's site launch event
More than 20 magazine and newspaper articles in tier one media
Architectural and trade magazines also gave the event prominent coverage
Acknowledgement of contribution of ASSA ABLOY staff, particularly long-term employees, reinforcing employee engagement and ongoing loyalty

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