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DRB receives APRC Excellence in Automotive PR
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The Automotive Public Relations Council has recognized our client Robinair for excellence in publicity associated with the launch of a new product. Robinair asked DRB to plan and execute a publicity campaign about their efforts to offer products that lead the industry in providing environmentally-friendly recycling and recharging systems for automotive HVAC servicing. Robinair was the first and only company to make products compliant with the new SAE J-2788 EPA standard for handling coolant material. DRB launched a publicity campaign in 2007 on the CoolTech 34788 Recycle/Recharge/Recovery machine that embodied a “first-to-market” message to help differentiate Robinair from competitors who were not compliant with the new standard. This message, along with the technical particulars of the product, became a “drumbeat” that resounded in all the major media, which helped substantiate the new standard as vital to the environment, not just another government regulation. Our PR campaign included press releases, editor advisories, press briefings, a press conference at the MACS 2007 convention in conjunction with EPA’s official announcement of the new standard, and several speaking engagements by Robinair executives. Advance briefings with editors enabled them to be better prepared in advance of the AAPEX and MACS shows. DRB followed up after each show with potential applications stories and other related news to ensure continued coverage.
As a result, Robinair’s CoolTech 34788 product was featured in all the major automotive aftermarket publications and Robinair was associated with being a “green” company through this product. In addition, Robinair’s Product Manager was active as an expert on the new SAE J2788 standard and how shop technicians can more safely service A/C on vehicles and protect the environment at the same time. Many of his tips were used as articles in the mainstream automotive publications. There magazine covers were secured highlighting the new product, and continuous coverage of the product and the standard were evident on automotive online portals, blogs and industry electronic newsletters.
DRB’s media placements also enhanced recognition of Robinair with key industry, government and international non-governmental organizations, which earned them the 2007 EPA Stratospheric Ozone Protection Award and the 2007 Climate Ozone Protection Award honoring companies and their leaders who provide outstanding achievements in eliminating ozone-depleting substances. Robinair’s product was selected by MOTOR Magazine for the 2007 Top 20 Tools Award, and Professional Technology & Equipment News’ #1 “Tools of the Month” winner. DRB’s publicity effort for Robinair’s new product generated more than 65 separates pieces of coverage from this launch alone.
Robinair, and its parent company, SPX Corporation, were very pleased with the product coverage as well as the added recognition of the company’s ongoing efforts to be environmentally sensitive in new product development efforts.
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