With our client MERO ČR, we set a basic, yet not entirely easy goal – to explain how oil infrastructure works and to get media attention for topics related to oil transport. At the same time, we wanted to profile individual client representatives and strengthen awareness of this very important company.
Our strategy? An attractive event that would show journalists the oil infrastructure up close. We took advantage of an extraordinary opportunity, when one of the 17 large-volume tanks at the Central Oil Tank Farm was undergoing cleaning and it was possible to go inside it. We didn’t lack courage – it was summer, holiday time and we asked journalists to take a trip outside Prague and put on protective suits.
At the Central Oil Tank Farm, approximately 35 kilometers north of Prague, MERO ČR dispenses oil for refineries and holds strategic reserves of this raw material for the State Material Reserves Administration. This is also where the IKL pipeline from the west and Družba pipeline from the east converge. It is a high-security facility that is not easy to get into. Even cleaning a tank is an extraordinary thing. A maximum of one a year goes through this process, some years none at all. Perhaps that is why, despite the July heat, all the 18 journalists registered arrived.
During the preparation of the press trip to the tank farm, we focused primarily on preparing attractive and information-rich documents (print and online, including infographics) and maximum media service. Journalists were given an exceptional opportunity to obtain information directly in the field and exclusive footage from an empty tank.
The result was great publicity, as a report was carried by important mainstream media, including the main news broadcasts of all three largest television stations, a report was published by the Czech News Agency, a report was broadcast by Czech Radio, and it was reported in print and online media, such as Hospodářské noviny, Právo, MF Dnes, Lidové noviny and also specialist media. In total, we counted over 90 outputs in the following days with a total AVE value of almost CZK 85 m.
The event’s organization was also appreciated by the expert jury of the Golden Semicolon competition, which gave it the TOP RATED award. For us, the main thing is that the client was satisfied and we managed to meet the set goals. We started making use of the topic’s potential, which we have successfully followed up on many times since then.
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