Campaigns: Environment - Varisol puts Kingspan up in bright lights

Campaign: A 'Vari' Bright Future for Kingspan Renewables
Client: Kingspan Renewables
PR team: Life Communications
Timescale: June 2010-February 2011
Budget: Less than £10,000

Kingspan Renewables briefed Life Communications to establish the company as a global leader in the renewables sector.

OBJECTIVES

- To inform audiences that Kingspan Renewables' products are both manufactured and designed in Northern Ireland

- To launch Varisol, a solar power system.

STRATEGY AND PLAN

As Varisol is the world's first modular vacuum tube solar collector, the agency made this the lead message for all comms. It released details to 30 key global trade journalists simultaneously, as Varisol was unveiled at a Milan trade show. It then entered the product for ten key awards to generate third-party endorsement.

MEASUREMENT AND EVALUATION

Varisol featured in publications including all trade media in Ireland. A feature on prime-time Irish TV programme Nationwide generated hundreds of sales enquiries. Ireland's Sunday Business Post featured the story, as did The Irish Times. All of Varisol's award entries were shortlisted, wining five categories.

RESULTS

PR was the only medium used to promote the launch of Varisol, which now accounts for 20 per cent of Kingspan Renewables' business worldwide.

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