Abloy UK and Adams Rite
The Client
Abloy UK and Adams Rite are two of the nine selling units of ASSA ABLOY UK, which is owned by the 3 billion USD turnover ASSA ABLOY Group of companies – the world’s leading manufacturer and supplier of door opening solutions dedicated to satisfying the needs of end-users for security, safety and convenience.
Each company prides itself on its high quality range of products and the investment in research and development and training of staff – offering the customer one complete solution whatever their security requirement.
Wyatt has handled the PR for Abloy UK since May 2006 and for Adams Rite since May 2007.
The Campaign
Both companies have been promoted through a strategically driven, multi-faceted media relations programme. Key elements of the programmes have included:
- Product news releases
- Company news releases
- Opinion/comment pieces to position each company as an industry authority
- Selling in and placement of case studies and feature articles in security trade and horizontal press
- Building and strengthening relationships with the media
- Promoting the companies’ attendance at exhibitions to maximise footfall.
The Results
The first 18 months of Abloy UK’s PR campaign has seen the company achieve almost 7million opportunities to view and 97% penetration of the key target media. This success has been echoed in the first 12 months of Adams Rite’s PR campaign with the company achieving an EPRV of £155,000 from 141 pieces of coverage in vertical and horizontal target media.
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