Opportunity
GE Drivetrain Technologies, a global leader in engineered products manufacturing, asked Hellman to prepare for one of the world's largest wind shows, to be held in Germany. The catch? The show was in just four weeks. So, a project that usually took months of planning and production — including trade show booth design, trade show video and product brochures — was completed in just days.
Strategy
The message, "It's what's inside that counts," was two-fold: it represented the new IntegraDrive wind power technology to be unveiled at the trade show, and it was also a call-to-action for a VIP invitation. The Hellman public relations department was an integral part of the trade show plan, producing media kits in multiple languages, and spending late-night and early-morning hours pitching story ideas by phone to media halfway across the world.
Solution
The trade show and the product launch were both a success. The trade show goals were exceeded in terms of booth attendees, media interviews and sales leads.
