Situation: CJ has, for more than five decades, maintained a reputation as a leading food and consumer product manufacturer in The Republic of Korea. CJ BIO America’s first facility in the USA — a $320 million lysine manufacturing facility to employee 170 and produce 100,000 metric tons of animal feed additives annually — was to be constructed on a 65-acre site at Fort Dodge, Iowa by 2014.
Strategy & tactics: CJ hired Hanser & Associates as its USA public relations firm, and assigned these objectives for the new facility: introduce CJ into the USA and raise awareness; build relationships with national, state and local leaders; and demonstrate progress toward construction.
We provided comprehensive PR strategy, event management, media relations, speech-writing and graphic design services for CJ’s groundbreaking ceremony and reception. Ceremony participants included officials of Republic of Korea, United States Department of Agriculture, CJ’s CEO and top executives, US congressmen, Iowa Governor Terry Branstad, and state and local officials.
Results: More than 140 guests and news reporters attended the event and learned about CJ. More than 320 print, TV, radio and online news media (i.e., Agri Marketing, Area Development, CNBC, Feedstuffs and Reuters) reported the story, reaching millions worldwide.