Situation: Mitas, based in Prague, Czech Republic, is one of Europe’s leading producers of agricultural and industrial tires, operates three production facilities in Eastern Europe and maintains a global distribution network. The company (formerly named CGS Tyres) was prepared in 2010 to announce construction of the Mitas Tires North America’s first ag tire production facility to produce Mitas and Continental brand farm radial tires at a new $44 million facility in Charles City, Iowa, in the USA. The new plant would improve Mitas’ access to the North American market and create at least 159 American jobs by 2012. The company hired Hanser & Associates to create marketplace awareness among the ag tire industry (original equipment manufacturers, tire distributors and farmers) through news coverage across the USA.
PR Action: We created and implemented a strategy centered upon a news conference and announcement at the Farm Progress Show, attended by 100,000 OEMs, tire distributors and farmers in August 2010 at Boone, Iowa. We briefed Mitas executives for the event, wrote/edited media materials and invited journalist to attend, coordinated onsite news interviews and distributed the news. We helped position the company as benefiting U.S. farmers through advanced technology (radial) ag tires and increased competition; and described Mitas’ commitment to be an active member of Iowa’s business community providing excellent jobs and economic development. Iowa’s Governor addressed the news conference to describe the economic impact upon the State.
Results: Sixteen television/radio/print journalists attended the news conference and interviewed Mitas’ Chairman/CEO. More than 245 news media (with more than 7 million impressions) reporting the company’s announcement. The media value (cost if the space had been purchased as advertising) exceeded $400,000, delivering ROI of more than 60:1.
Posted: March 22, 2011 at 10:59 am by bhanser