Overview

On 1 January, 2011 Legrand's cable management division launched its new Salamandre distribution trunking - a product is 50 per cent quicker to install than its predecessor, meaning it significantly reduces total installed cost.

As part of our on-going relationship with Legrand, we were asked to put together a media relations campaign for the launch, which targeted electrical wholesalers, contractors and installers and supported the company's UK wide Pit Stop road show campaign.

Source's role

Our role was to:

• To gain maximum industry exposure for the launch of the new Salamandre trunking
• To place Legrand as an innovator in cable management by highlighting the time saving benefits of the new product and the impact this has on sustainability (reduced time on site, less parts etc) 
• To support Legrand's Pit Stop road show campaign to find the UK's fastest fitter
• To create interest in the traditional trade media for Legrand's Salamandre trunking social media campaigns (Facebook and YouTube)

In order to do this we planned a mini-campaign that incorporated pre-launch, product launch and service launch news stories, news and in-depth analysis of the first installation, technical articles highlighting innovation in cable management, reporting on the Pit Stop road show and inclusion of product details in all other cable management PR during the six month campaign period.

Furthermore, all of this activity was kicked off with an editors' day during which key trade editors were introduced to the product and asked to participate in the installation time trial that was to run across the UK as part of the Pit Stop road show.

The campaign generated 105 pieces of print and online coverage in Legrand's target media. Of this 51 were in print and 54 online.

The print media coverage alone had an AVE of £137,205.57 and reached a targeted circulation of 1,081,873.

Did you know?

The UK's fast fitter was an electrician from Norwich, who managed to fit the figure of five Salamandre trunking in less than 20 seconds, which was a full minute faster that it took our own Source representative to do it at the editors' day.

The question we posed in a competition to promote the new range was:

Legrand's new Salamandre trunking was independently tested by BSRIA - what does BSRIA stand for?

a)    Building Services Research and Information Association
b)    Budleigh Salterton Railway Interloper's Association
c)    British Society of Rather Interesting Auditors

Can you guess the answer?

Legrand

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