Siemens hires Dentsu to tout train tour

ATLANTA: Siemens Energy and Automation, an operating company of German firm Siemens, plans to take a 1,000-foot-long train on a 10-city tour starting this week in Chicago as part of a PR effort to demonstrate its commitment to the US manufacturing sector.

ATLANTA: Siemens Energy and Automation, an operating company of German firm Siemens, plans to take a 1,000-foot-long train on a 10-city tour starting this week in Chicago as part of a PR effort to demonstrate its commitment to the US manufacturing sector.

"This is sales driven," said Steve Morgan, PR manager for the firm. "It's focused on both our current customers and getting new customers."

The company has hired Dentsu Communications, New York, to publicize the tour to the consumer press and is using its longtime agency, Spencebender of Tennessee, to reach the trade media.

The train's first stop will be at the National Manufacturing Week show in Chicago today.

Siemens makes a wide range of industrial products and has US sales of $16.5 billion. The energy and automation company has US sales of $2 billion.

The train, which is known as the Siemens Exider Technology Train, features demonstrations of Siemens products and technology. Siemens has used the train in Europe and Asia. Other cities the train will visit include Atlanta (where the Siemens energy company's US unit is based), New York, Boston, Detroit, Houston, LA, San Francisco and Seattle. It also will be sent to Mexico and Canada.

Appearances in some cities will be tied to local trade events, such as the manufacturing show in Chicago. The Atlanta appearance will be at a user conference for one of Siemens' divisions, Morgan said.

Dentsu was hired for the train project because Siemens was impressed with the past work the agency had done for it.

The effort is targeting morning shows and other TV outlets in Chicago for the start of the tour, as well as Chicago bureaus of national news media and the regional press.

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