// News

Breaking the ice with the media

When Conex Bänninger invented >B< MaxiPro, a revolutionary new press-fit solution for the air-conditioning and refrigeration (ACR) market, the company needed support to maximise awareness and, ultimately, drive sales.

The main challenge for the launch was that, despite Conex Bänninger’s global stature in the plumbing & heating industry, it had little presence or brand awareness in the ACR market. HROC PR identified that the first task was to break the ice with the ACR media, journalists that might be unfamiliar with the Conex Bänninger brand, its history, heritage and its commitment to innovation and excellence.

The ice was officially broken with this new media sector when key ACR editors were invited to a special launch event at one of London’s ‘coolest’ bars – the ICEBAR.  Journalists were invited to come along and ‘Join the Press Revolution’, giving Conex Bänninger the ideal platform to establish itself and develop relationships with the media.

HROC ensured that the journalists fully immersed themselves in the experience. The day kicked off with canapés and coffees, followed by corporate and product presentations from Conex Bänninger’s CEO, before the press had the opportunity to get hands-on with the innovative >B< MaxiPro solution with live demonstrations.

After the formalities and a lively Q&A session, it was important the guests had some time to ‘chill’ before really getting to know the people behind the Conex Bänninger brand. Kitted out in designer thermal capes, the media were treated to the ICEBAR experience, including a bar made out of crystal clear ice where there was the chance to sip cocktails served in ice blocks and see the astonishing 3D sculptures, before leaving with press packs and a fantastic bag of branded goodies.

HROC managed the whole process from start to finish. Live tweets were also broadcast both throughout the day and post event, with the associated media and Conex Bänninger’s Twitter following engaging with the hashtag #ChillinWithConex.

The event was a major success – positive and impactful coverage was achieved almost immediately online and full page and double page spread articles appearing in print shortly after. We had one happy client and, most importantly, we have now made the first step in establishing long-term relationships with the ACR media.

For more information on how we can help organise a smooth, successful and ‘chilled’ event, give us a call on 0121 454 9707 or email gary.hebblethwaite@hroc.co.uk.