Not Business As Usual
Introducing a company to a new Community
Challenge
In the spring of 2023, Mitsubishi Electric Trane HVAC US (METUS) expanded its distribution and training capabilities into the northeastern U.S. with the opening of the Florence, New Jersey Distribution and Training Facility. Strategically positioned near the New Jersey and Pennsylvania Turnpikes, the 400,000-square-foot facility is intended to strengthen the company’s supply chain and provide efficient heat pump distribution to the northeastern U.S.
To celebrate the grand opening, METUS hosted government officials, distributors and members of the media. LMO was there along the way, providing pre-event, day-of and post-event support to ensure the new facility garnered the attention it deserved.
Solution
Over a 10-month period, LMO was involved with the planning and execution of the event by outlining the purpose and scope, developing communication elements, securiing attendance from key government officials and garnering media coverage.
With more than 150 people in attendance, METUS executives and government officials representing Congressman Andy Kim, U.S. Senator Cory Booker and Florence Township cut the ribbon on the Florence, New Jersey Distribution and Training Center on April 29, 2023. LMO was onsite to offer event guidance, greet media and oversee the culmination of 10 months of strategic planning, coordination and promotion.
Following the event, LMO distributed press materials to New Jersey and Philadelphia consumer media outlets, building industry and HVAC B2B publications, and used a wire release distribution to reach a broader audience.
Results
LMO earned media efforts produced over 64 million impressions about the grand opening.
Philadelphia’s WPVI-TV ABC 6 Action News attended the event and aired segments on its noon and 5 p.m. broadcasts. Our work generated a full-page spread in ACHR News, and additional coverage in B2B media such as Contractor, HVAC/P and HVACinformed.com.
