Caterpillar Product Launch Electrifies World's Power Generation Market

Situation
Officials at Caterpillar Engine Division - seeking to establish a position of global leadership as a provider of reliable electric power - needed to make sure its entry into the marketplace would be "memorable" and provide a strong foundation for growth.

Solution
The team successfully managed the launch of Caterpillar's introduction with a reception, news conference and dinner in Milan, Italy, on the night before the opening of a major European trade show. Editors representing virtually every major industry trade publication (U.S. and abroad) and The Financial Times of London attended the event.

The team was responsible for creating the news release materials, organizing the media kit and writing the copy for the event invitation. Together with the client, they managed all aspects of the on-site logistics for the event, which was conducted at the renowned Leonardo daVinci Science and Technical Museum.

Success
More than 25 journalists attended the event. The reaction to Caterpillar's news was so strong that the event effectively "preempted" a major competitor's news conference the next day, as many of those journalists who had attended the event asked the competitor if they had concerns over Caterpillar's decision to enter the market.

The event generated a great deal of coverage, including nearly two-dozen feature articles and several smaller stories featuring Caterpillar. As a result, the earned media was estimated at nearly $500,000. The event also earned a "Best of Division" award from the Business Marketing Association (BMA) in 1999.

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