Vector Foiltec, manufacturers of the climatic envelope, Texlon® ETFE, required a PR campaign to leverage its involvement in the Sochi Winter Olympics stadium, where this roofing solution was installed. For this, CIB provided a solution, which worked alongside the different editorial approaches of the key publications to exploit as much opportunity as possible.
Our aim was to gain in-depth coverage for the manufacturer by using the iconic project to raise awareness of Vector Foiltec’s capabilities and the features and benefits of the Texlon® ETFE system itself.
In the first instance, we worked with the company and its various contacts involved in the project to research and gain in-depth information on the project and how the ETFE was instrumental on the project meeting both performance and design requirements.
From here, we were then able to sell-in the project and the use of Texlon® ETFE to numerous publications for extended case studies and, for this, coverage was seen in Building Products (including a front cover), RCI and LDB in addition to an advertorial with PanStadia & Arena Management. These pieces included comments from key stakeholders within the business and once, drafted, CIB facilitated the approval of the drafts from all parties involved.
Once extended case studies were agreed, we then drafted a case study press release for general distribution to the remaining architectural, construction, roofing and sports and leisure press and, from this, coverage was achieved in Buildingtalk, Roofing Today, ABC&D and Detail. Working with the company, this press release was also translated into German and sent to relevant architectural and construction press based in Germany.
When presented with an iconic international project such as the Sochi Winter Olympics stadium, it is a great opportunity to leverage as much coverage as possible from a range of titles both horizontal and vertical. Researching the project and the system’s attributes in addition to the project’s stunning photography, were key in enabling extended pieces to be agreed and be successful.