Knowaste, one of JBP’s key clients in the waste management sector, hit the headlines as far afield as Melbourne Australia following a major press campaign launching the UK’s first-ever nappy recycling plant.
The launch was choreographed to take place the day before the national trade show Recycling and Waste Management in September to drive awareness of Knowaste’s exhibition at the event.
As the launch took place on a Monday, the Knowaste team engaged in the launch sell-in over the weekend and results started to come first thing on the Monday morning when Sky’s Midlands reporter David Crabtree posted the story on Sky’s main news website.
The Independent and the Telegraph both also carried it in their hard copy editions, quickly followed online by the Daily Mail, the Guardian and AOL.
In the trades, Let’s Recycle and EDIE.net led the charge with in-depth analysis of both the company and the new plant.
Enviro-news, Business Green and Cleanzine were not far behind as were the regionals with the Birmingham Mail and Sandwell Express and Star covering the story both editorially and online.
From broadcast, the Midlands BBC team spent the whole day on site filming two live-to-camera broadcasts for their lunchtime and evening bulletins and Radio Five Live recorded a five-minute section for their drive-time show.
The team were particularly happy to receive a call from Radio 2 Business reporter Rebecca Pike, who interviewed Knowaste CEO Roy Brown as her special guest on the five-minute interview section on this popular programme.
Sarah Rice, Head of Media Relations at JBP, said: “The planning and implementation of this campaign was pivotal in developing the story as a stand-alone “news” piece.
“This was important to gain maximum exposure and ensure Knowaste’s presence at RWM was both hotly anticipated and helped deliver business leads at the show.”