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Posted on 25 January 2017 by Ceris Burns
Our brief was to target food manufacturers via food production and waste management titles to promote cleaning and FM services in a new market sector where ISS was relatively unknown. The four month campaign promoted ISS as a thought leader in specialist food production cleaning services. The aim was to generate leads in the run up to the Foodex show based on a no feature coverage no fee guaranteed basis.
By-lined feature articles, senior management interviews and case studies focused on the importance of being audit ready, relevant standards, waste management and food manufacturer case studies.
In depth feature articles appeared across 8 different food manufacturing/waste management trade press titles including leading titles Food Manufacture and Materials Recycling Week. Coverage reached a potential audience of 163,000. Editorial relationship building and contacts warmed up for face to face media meetings at Foodex show. Initial awareness has been built for further development in key vertical press. Campaign generated an equivalent advertising rate of £13,000. The client renewed their contract for CBI to undertake PR and ad campaign in support of its Foodex show exhibit.