CITY & CORPORATE CAMPAIGN: Coal mining firm widens influence

Central European coal producer New World Resources' (NWR) main mines are in the Czech Republic and are operated by its subsidiary OKD - a household name in the Czech Republic with more than 18,000 employees.

Campaign: New World Resources (NWR) IPO
Client: New World Resources
PR team: Cook Communications, NBS, Bison & Rose, Citigate Dewe Rogerson and Capital MSL
Timescale: January - May 2008
Budget: More than £150,000

At the start of this year, NWR decided to conduct a global IPO on the London, Prague and Warsaw stock exchanges.

Objectives
To support the IPO across three markets. To promote NWR in the UK as an EU business with an emerging market growth profile. To secure widespread recognition of NWR, not OKD, as the issuer in the Czech Republic and Poland.

Strategy and plan
NWR's senior management was introduced to target media in the UK, Poland and the Czech Republic, and to OKD employees via the firm's newspaper, Hornik.

Measurement and evaluation
The story was covered by The Financial Times' UK, European and US editions, The Daily Telegraph, The Wall Street Journal Europe, US TV channel CNBC and the coal and mining trade media. There was blanket coverage in the Czech and Polish media.

Results
NWR began trading on the London and Prague stock exchanges on 6 May, raising £1.3bn. It was the largest LSE IPO this year, one of the largest Polish IPOs and the largest Czech IPO ever.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in