2. Case 16: Starting campaign for URSA GEO in Ukraine 2012.
Client: An enterprise with foreign investment «URSA» - subsidiary of a Spanish concern
URALITA. The main products produced by the company are high-quality thermal and
sound insulating materials
The object of promotion: The new line of ecologically clean materials URSA GEO
Purpose: Announcement and PR support of entering the Ukrainian market a new product
line of thermal and acoustic insulation URSA GEO.
Features of activity: Announcement of URSA GEO conducted through a series of articles
and news content published in specialized building media and banner advertising on
popular construction portals in Ukraine;
The key point was PR activities on the InterBudExpo 2012 exhibition :
• press briefing with participation of high management from Russian and Ukrainian offices
dedicated to entering into Ukrainian market a new line of materials for «green building»
URSA GEO;
• a series of video interviews with representatives of the company URSA, dedicated to
entering the market a new line of URSA GEO;
• URSA GEO massive presentation on the exhibition within the partnership with the key
Publishing Houses of the construction sector: ACC media, Edipresse Ukraine, Murator
Ukraine.
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3. Starting campaign of URSA GEO in Ukraine in I quarter of 2012:
Announcing a new line of URSA products
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4. Starting campaign of URSA GEO in Ukraine in I quarter of
2012: activities on the InterBudExpo 2012 exhibition
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5. Results
As a result of implementing a comprehensive program for product line updating the target
audience was effectively informed about new line of URSA GEO, which was properly
represented on the Ukrainian market
Emphasis was put on the target audience::
Visitors of the InterBudExpo 2012 exhibition (on the URSA’s stand and on the stands of
partner’s publishing houses);
Specialized journalists and business media (at a press briefing within the InterBudExpo 2012
exhibition were present more than 30 journalists, including 20 representatives from specialized
media, as well as 3 channels); At the same time, after the press briefing ended, were
published more than 100 editorial publications, including –more than 50 publications based
on the post-release of the event;
Final consumers and experts (the information was brought via the Internet (banner advertising,
news, announcements on specialized portals)
Wide audience (due to the news on sites of informational agencies and outputs from the stories
on TV, the news about starting the product line URSA GEO was broadcasted to a mass
audience)
In a short period of time has effectively
managed to attract attention of the
target audience to the market entry of
a new line of ecologically clean
materials for «green building» URSA
GEO
6. Case number 27:
Promotion the distributor on the IT market
Due to the developed strategy and its implementation for over 5
years, K-TRADE Company - gained recognition as one of the
leading distributor and manufacturer of PC’s in Ukraine and
became one of the leaders among other IT-companies (3-5 place
in the ranking of IT of the newspaper "Business" and the winner
in the ranking of ITC publishing house).
10. Case №44: PR of sanitary engineering
company
-Annual PR-service,
-Organization the company's involvement into the largest building exhibitions,
- Carrying out the entertaining and educational activities for partners
-Development and implementation the actions for designers and architects,
12. Organization the participation of «Unitech Bau» in the largest construction
exhibition. Concept development, curation of a stand design, program
participation development , including shows on the stand, which included
non-standard «Defile in terry bathrobe», competitions for visitors,
the work of promoters in the exhibition pavilions. And also preparation of
souvenirs products, printing, photo report.
«Unitech Bau» stand was recognized as the brightest on the exhibition
and every day before beginning of an active program it collected
hundreds of visitors, who filled all the walkways and
even neighboring stands.
13. The action on the exhibition stand to attract the
attention of visitors and partners
14. Development and organization the installation «Setting of
CONSOLE TOILET in a real time» on stand,
which caused great interest among specialists
15. Campaign for TM Hansa on FM radio channel, the final action
took place on stand of the company, handing out prizes to
winners by official representative of Hansa Eastern Europe
