Air Liquide: New Plant in Russia

CHALLENGE

Air Liquide, a French company that supplies gases, technologies and services to various industries, is expanding its presence to the Kemerovo region in southwestern Siberia with the construction of a new plant. At the start of the project it was important to increase loyalty of local authorities and media, as well as to raise awareness of Air Liquide solutions and services among representatives of local industrial companies. The challenge for Ketchum was to organize and conduct a groundbreaking ceremony with the participation of high-profile guests in a remote industrial area of Novokuznetsk, a town located 3700 km away from the Russian capital.

IDEA

The Ketchum team committed to organizing the ceremony at the highest standards. We conducted a thorough site inspection and made all the necessary arrangements in order to prepare the industrial venue for the laying of the foundation stone with the participation of the Governor of the Kemerovo region, the Head of Novokuznetsk, executives of Air Liquide and those of the company’s partner. The agency ensured media attendance by coordinating work with the press office of Air Liquide’s partner and the local administration.

RESULT

Following the event and press release distribution, over 115 pieces of coverage were generated by Ketchum, including nine spots on local TV channels, reports by three major federal newswires featuring quotes by an Air Liquide speaker, and nearly 100 online articles. The company is well on its way in building awareness and trust of the Kemerovo stakeholders and journalists. Ketchum’s comprehensive approach to project planning, from logistics to media relations, ensured client satisfaction and top-notch results.