“Our challenge was to generate buzz surrounding the plant’s opening and highlight the economic benefits it would bring to the city and state.“
Electrolux announced plans to open a $266 million, 750,000-square-foot manufacturing plant in Memphis, Tenn. which would produce Electrolux®, Electrolux ICON® and Frigidaire®
built-in and specialty cooking products.
The plant would serve as a shot in the arm for the area economy, eventually employing thousands of factory workers and suppliers, as well as companies involved in the initial construction of the plant. Our challenge was to generate buzz surrounding the plant’s opening and highlight the economic benefits it would bring to the city and state.
As construction neared completion, Crosby~Volmer organized a preview tour of the new plant for local and state leaders and the news media. Messaging was focused on economic development, emphasizing the jobs that would be created over the course of five years as it reached full production. For the plant tour, Electrolux President and CEO Jack Truong showcased the factory’s high-tech digital equipment, including specialized robotics and automated assembly lines. Crosby~Volmer helped secure the attendance of Shelby County Mayor Mark Luttrell, Memphis Mayor A.C. Wharton, State Senator Mark Norris and a number of national, regional, state and local media outlets.
The plant preview was, by all accounts, a huge success. More than 100 local, regional and state leaders turned out for the tour, which was led by Truong. The factory’s construction progress and plans for the future were highlighted by virtually every media outlet in the area, including the Associated Press, The Commercial Appeal, the Memphis Business Journal, and all of the Memphis-area TV stations.
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