Fernox’s 50th anniversary provided an opportunity for us to reinforce its strong heritage, revisit the many industry ‘firsts’ the company has achieved over the last five decades and also emphasise the instrumental part it has played in educating the installer on the importance of water treatment as well as influencing legislative change.
The timing of the 50th anniversary was opportune – as the water treatment market was seeing many new entrants in both the chemicals and filter arena. A year-long PR campaign was therefore devised, providing a vehicle to push Fernox’s heritage and credentials. We were tasked with securing a high level of consistent coverage that reiterated Fernox’s leading market position, long heritage and future-thinking.
Importantly, any campaign could not interfere with Fernox’s other PR and editorial activity. Any coverage achieved had to be in addition to that secured from product launches, case studies and commissioned technical articles, which remained core to Fernox’s marcomms strategy.
Over the 12-month period, we secured 150 pieces of coverage solely related to the 50th anniversary. Print coverage totalled just over 3,200 scc, with an additional 21 pieces of on-line coverage. [NB, an additional 200 pieces of coverage was also achieved for items not related to the campaign – total scc for the year was 7,600]
Year after year, CIB achieves a huge amount of coverage for Fernox, so it was an even greater challenge to increase our share of voice still further in our 50th anniversary year. The aim was to exploit creatively this landmark year to gain as much exposure for the brand as possible. We achieved this objective, with a well thought out and meticulously planned campaign that ensured Fernox’s key messages were communicated consistently and frequently across the year.”
- Francine Wickham, Global Marketing Director, Fernox