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On September 18th 2017, Sapa, one of the world’s largest aluminium solution providers, were re-opening an aluminium plant in Bedwas, Wales to provide lightweight aluminium components for the new hybrid London Taxi.
Following the recent acquisition by Norsk Hydro, Sapa wanted to showcase this investment and job creation story to the UK business media, as well as communicate the benefits of positon aluminium as an innovative, sustainable material that can address the specific manufacturing challenges of tomorrow.
To generate media interest, Sermelo hosted a media day at its offices a week prior to the plant’s opening. Sapa’s EVP, John Thuestad, met with several national business and sustainability reporters to discuss the launch under embargo. Sermelo secured early publication for the Financial Times, allowing them to publish online 24 hours before the official announcement. To engage other top-tier media, Sermelo focused not just on the investment angle but also on the growing importance of aluminium for the trend of ‘light-weighting’ in an automotive industry transitioning toward batteries. Bloomberg and Reuters were granted early morning publication at 6:00AM BST to ensure widespread syndication of the news across UK media.
Sermelo secured 8 top-tier interviews under embargo (including Financial Times, Bloomberg, Reuters, The Guardian, CityAM, Independent.co.uk) and followed this up with a media sell-in on the day of the launch.
In total on the day, we secured over 30 pieces of UK national and trade media coverage and were able to dominate the UK business news on the day.
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