Manitowoc Equipment

The brief

Manitowoc challenged us to promote their attendance at a leading trade exhibition prior to the show, in a way that highlighted the vast array of brands and products they distribute, but which also had legs after the exhibition.

The Rawlingson Lane Action

After speaking to a number of publishers we opted to work with one to produce a mini (A5) copy of one of their magazines. This gave editorial credibility to the project, whilst allowing our client complete control over content.

Rawlingson Lane project managed the entire activity, wrote the copy, physically carried out the case studies and supplied the images. The publisher completed the layout and print in order that it mirrored the original publication.

The 32 page mini 'Equipment Update' had a false front cover which was specifically about our clients stand at the show, whilst the remainder of the magazine was purely about the products and equipment that Manitowoc supplied. The full magazine was inserted into 43,000 copies of their publishers' sister publications whilst our client had an extra 5,000 printed for use at the show. After the show the false front cover was removed and the client now uses this as a direct mail piece and as sales literature.

The result

Our client reported extremely knowledgeable visitors to the stand, some of whom arrived with their own copy of 'Equipment Update'. It was also extremely well received by the brand's international counterparts, who are now looking to work with publishers in their own country to produce a similar concept.

What our clients / journalists say

"The Rawlingson Lane team are great to work with and are passionate about the clients and brands which they work with. They are quick..."
Managing Director, Gilberts Food Equipment
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"We have enjoyed working with Rawlingson Lane Publicity. We have found their approach to PR is innovative and imaginative..."
Marketing Manager, Debretts
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"Rawlingson Lane are great to work with, they understand our business and have a friendly, 'can do' attitude to PR and have..."
Marketing Director, Wadworth Brewery
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"After a long spell of little or no PR, we looked to Rawlingson Lane to help promote Rombouts Coffee within foodservice. We..."
Communications & Training Manager, Rombouts Coffee
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"With their broad knowledge of the foodservice industry and a wide network of key contacts, Rawlingson Lane are an important..."
Brand Development Manager, Tetley tea
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"I have worked with Rawlingson Lane over several years whilst working for two different companies and they repeatedly produce..."
Managing Director, Manitowoc Foodservice
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"I've worked with Rawlingson Lane both as a B2B editor and a freelance journalist, and their staff are always helpful, respo..."
John Porter, Freelance Journalist
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"During the 15 years I have been specialising in writing about the foodservice industry, Rawlingson Lane has helped enormous..."
Kathy Bowry, Freelance Journalist
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"An extremely useful thing about Rawlingson Lane is that they are willing to listen, and think about what they write - too m..."
Ian Boughton, Editor, Coffee House Magazine
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"There are few agencies that are able to advise their clients on environmental communications rather than merely take instruc..."
Charles Miers, Managing Director, Foodservice Footprint
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"Rawlingson Lane Publicity identify opportunities which allow us to support and strengthen our environmental communications..."
UK Foodservice Marketing Manager, Huhtamaki UK Ltd
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Manitowoc Equipment

What our clients / journalists say

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