Effective PR campaign for CoolRail
Euro Pool System Group
As a leading service supplier in logistics, Euro Pool System Group (EPG) has introduced CoolRail in 2019. A super-fast freight train running between Valencia in Spain and Rotterdam in Holland. Transporting fresh fruits and vegetables via rail reduces CO2 emissions by 70 to 90% compared to regular means of transport.
Communicating about the benefits of CoolRail
EPG asked us to help them set up a Public Relations strategy to generate as much media coverage as possible on specifically the CO2 reduction.
We therefore combined the official launch with a large press event on May 6th and approached the press with a pitch on CoolRail. Both sector specific media as local and nationwide media attended the event, interviewed the CEO’s and were given the chance to photograph and film the train itself. After the introduction, the media which could not attend were sent a press release.
CoolRail as hot topic
Thanks to our PR strategy, CoolRail received a mass of attention from the media. The four largest newspapers in Holland were present, with an accumulated media worth of €150.000.
Besides the news being covered in these ‘big four’, the word was also spread by local newspapers, social media and foreign trade media. The Dutch national news stations NOS, Jeugdjournaal, RTL Nieuws and RTL Z made television items. All the media coverage combined comes to a total of at least €275.000.