Using PR Tactics To Get Media Support For A New Product.
I was engaged by lubricant company Castrol Marine to help with the global launch a new range of environmentally-responsible lubricant for the shipping and offshore industries. The new lubricants significantly reduce impact on the marine environment compared to conventional products, but also command a premium price. I created two separate campaigns, one for the marine launch and one for the offshore launch. The goal was to maximise exposure and position the new Castrol range as the leading environmental lubricant solution.
More than 20 editors and journalists rep-resenting 90% of Castrol’s key marine trade press attended a launch event aboard a ship on the River Thames in London. I also created a ‘Green Ship’ environmental awareness campaign linking Castrol with well-known industry and environmental groups to widen the impact. We won the support of Eco Ports, the Institute of Marine Engineering Science and Technology (IMarEST) and Pro Sea, creating authenticity, authority and legitimacy for ‘Green Ship’ – a vehicle to carry the Castrol environmental product message.
I also helped launch the offshore range of Castrol bio lubricant at the Offshore Technology Conference (OTC) in Houston, Texas, which drew a staggering 75,092 people, a 26-year high, as energy professionals from 110 countries met to learn about the latest technology to find and produce offshore oil and natural gas resources. With more than one-half million square feet of exhibition area, the world’s largest marine industry event included 2,500 companies from more than 35 countries in an area the size of 13 football fields. Delivering a successful press conference at this massive gathering of the energy industry was no small feat. More than 100 journalists were in attendance at OTC, representing mainstream and trade press from around the world. Competition for the attention of the world’s press was fierce; with officials from Brazilian oil giant Petrobras, the Chinese and Russian governments and US Energy Department dominating the press conference agenda.
Against the odds, 25 journalists representing leading offshore trade press publications and mainstream media attended the launch – a higher turnout than some of the major OTC press conferences the same day. Reuters covered the event along with many of the most influential trade press titles including Offshore, Offshore Engineer, Subsea Engineering News, World Energy and Oil and Gas Journal. Spearheaded by an initial Reuters report, stories about Castrol’s new environmentally responsible lubricants and the ‘Green Ship’ campaign achieved widespread coverage around the world and helped to influence ship owners and operators, leading to the first major sales of the new product. Castrol’s new range of environmentally responsible lubricants also received further industry endorsement winning a ‘Greenship Technology’ award.