archway learning trust
Education PR experts Eden PR deliver strategic public relations support for one of the Midlands' largest multi-academy trusts.
tyron
the challenge
Eden started working with Leicestershire-headquartered Tyron, producer of the world’s only multi-piece rubber runflat, at an exciting time of expansion and innovation for the business.
Having recently heavily invested in its manufacturing and testing facilities in Thailand, Tyron were looking for a focused campaign to spotlight its innovative tyre safety solution through coverage specifically in its core trade media, including the commercial vehicle, defence and blue light sectors.
Tyron required a targeted approach to media relations and LinkedIn strategy to captivate new, leading industry publications and potential new customers. Through a strategic digital and print PR plan, the business wanted to share its extensive product range and showcase its life-saving capabilities, resulting in heightened brand awareness. The core media relations programme needed to focus on creating and maintaining a strong voice within business and trade media while bringing the benefits of the product to life.
the solution
Working closely with Tyron’s senior team, Eden kicked off the partnership with a niche campaign about potholes, focusing on the life-saving potential of Tyron’s products and the desperate need for better tyre and road safety awareness from the general public.
From here, the team rapidly built core connections in target tyre media, while simultaneously developing content for LinkedIn. We developed content for our other target media in a similar vein, picking a key ‘issue’ to platform and tailoring Tyron’s narrative and product detail to seamlessly fit the story.
Our approach has resulted in broad and high traffic coverage in quick time, such as a hero position homepage article on The Manufacturer, working to position the business and its directors as experts and leaders in their field.
results
in just 6 months:
- Achieved 93 pieces of high traffic earned media coverage
- Generated 16.5M impressions of the Tyron brand with key target audience
- Achieved consistent coverage in tyre trade publications – Tyre Trade News, Tyres & Accessories and Tyre News.
- Tapped into the defence industry securing leading coverage in BATTLESPACE and ADS Advance.
- Unlocked potential within the blue light sector, achieving coverage in Police Life.
- Feature length coverage secured in Transport Operator and Tyre Trade News.
- Secured coverage in commercial vehicle publications, such as Fleet News and Transport Operator.
- Strong regional business coverage, in particular The Business Desk.
- 308% increase in impressions on the company’s LinkedIn page.
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