Campaign Objectives
- Position Air Products as the main gas provider in the Benelux for several industries
- Position Air Product as a technology leader and pioneer
- Position Air Products’ gases as the purest gases for the health sector as well as the welding industry
- Establish a crisis communication plan to prevent accidents in a gas production facility or during transportation
Implementation
- Produce content on a regular basis for all Air Products departments: Health, Food, Industry, Welding
- Create opinion content to position AP as a visionary in its industry
- Media trainings for spokespeople
- Organize press events to present new major products (cryotherapy chamber for instance)
- Organize press visit to Air Products facilities (opening of new facilities, show security measures in older ones)
- Work in close collaboration with Dutch agency Wisse Kommunikatie
- Partners to promote their services (shuttle, parking, shops in the safety zone, etc.)
- Manage all image and pictures production
- Manage day-to-day press contacts and fill reporters needs of information
- Monitor the news to seize opportunities for participating to conversation, add information, provide a new angle
- 24/7 on hold crisis management
Results
- Air Products in the top 3 of industrial gas providers in the Benelux
- Regular presence in the media
- Presented as a thought leader
- Crisis situations management (accidents in local facilities, terrorist attack, fire, robbery)
