Case Study

MAC International is the UK’s leading provider of industrial and commercial cleaning solutions including heavy-duty pressure washers, scrubber dryers and road sweepers, among other products.

It approached Velvet to create and implement a national PR campaign to support the company’s continued growth and further develop its portfolio of national accounts.

We devised a plan of PR  activity that focused primarily on strengthening the company’s reputation nationally, while also consolidating its success in the North East.

Understanding the product range and its benefits to different market sectors was crucial in creating stand-out pieces of coverage. We identified key products and then worked to uncover relevant news hooks to root the products. For example, a new product - the Steam Master - had been approved by the NHS and certified in killing many forms of bacteria, such as E.Coli and the super bug MRSA, and was currently being sold into hospitals, GP and dental surgeries. However, we advised the client to promote its benefits to the leisure market with a focus on the benefits to venues frequented by children such as nurseries soft play centres and other recreational outlets.

Strategically placed coverage has appeared in the national and regional media. In three months Velvet generated 12 pieces of on target media coverage. Most notably, the Steam Master release had a direct impact upon the business, increasing sales of the product by 44 per cent over a three-week period.

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