Media Relations & Event Support for Global Footprint Expansion
PROJECT
Varroc Lighting Systems is a premier developer and manufacturer of next-generation external lighting systems and vehicle control electronics for the automotive and two-wheeler industries.
Within the span of two years, Varroc expanded its global presence with a new manufacturing and product development center in Morocco, expanded capabilities in Vietnam, and opened new facilities in Brazil, Japan, Bulgaria and Poland. Additionally, the company acquired Turkish company Sa-ba Automotive, bringing its global footprint to 21 locations in 17 countries.
As Varroc’s global footprint expanded, it sought Lambert’s expertise in announcing grand opening events and key business acquisitions.
TACTICS
- Event Support & Coordination: Lambert worked closely with Varroc and our global network of PROI* partner agencies to develop materials and run-of-show plans to ensure each grand opening event ran seamlessly. Support also included attendee research and assessment, media relations support and logistics coordination.
- Media Relations & Reputation Management: Lambert provided media training for members of Varroc’s global executive team, in addition to producing press releases, media kits, social media posts and supporting materials for each location and event.
- Key Message Development & Refinement: To align remarks with Varroc’s global messaging, Lambert helped to develop and refine executive speeches and presentations to fit the needs of each location and audience.
RESULTS
- With support from our PROI partners in Bulgaria and Turkey, more than 100 total media clips were generated for the grand opening announcements, including stories in WardsAuto, Automotive News and global automotive and business publications.
- Lambert helped manage communications for seven grand opening events and business acquisitions.
*PROI Worldwide is the world’s largest partnership of leading independent public relations agencies. Including major markets such as England, Japan, Hong Kong, France, Germany, India, US, Brazil, Russia and Spain, combined revenues rank PROI among the most successful PR conglomerates in the world. This unique collective gives clients access to vast resources and expertise, wherever they need it, in real-time.
