Die casters bring in two agencies to boost awareness

ROSEMONT, IL: The North American Die Casting Association has hired two PR agencies to launch a $1 million integrated campaign on behalf of the industry. The move comes in the face of increasing competition from foreign producers.

ROSEMONT, IL: The North American Die Casting Association has hired two PR agencies to launch a $1 million integrated campaign on behalf of the industry. The move comes in the face of increasing competition from foreign producers.

The association's effort is designed to raise awareness and educate potential customers about the quality of North American-made die-casting products.

Chicago-based Schindler Communications will handle PR for the two-year effort, with PR spending expected to be about $177,000, said Judi Schindler, president of the firm. Schindler pitched for the business with Lipman Hearne, also of Chicago, which will

handle advertising, direct mail, and market research.

"What we want to emphasize is the importance of the North American die-casting industry to the entire economy," Schindler said.

The campaign will have a business-to-business focus aimed at industrial designers and purchasing agents. But the efforts will also extend to consumer publications such as daily newspapers.

The agency is developing op-ed pieces and stories about industry members that can be pitched to various local newspapers. Schindler has a three-person team working on the assignment.

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