Campaign Geography

USA, Sweden, Germany, Belgium, France, UK, Spain, Italy, Slovakia, Czech Republic & Turkey

Summary

An American company employing 45,000 people producing parts for the motor industry world wide.

Dana Holding Corporation is a world leader in the supply of axles; driveshafts; and structural, sealing, and thermal-management products; as well as genuine service parts. The company's customer base includes virtually every major vehicle manufacturer in the global automotive, commercial vehicle, and off-highway markets. Based in Maumee, Ohio, the company employs approximately 22,500 people in 26 countries and reported 2008 sales of $8.1 billion.

Challenge

Link Dana Brands in Europe to Dana Corporation
Communicate effectively internationally utilizing European resources
Highlight full range of Dana capabilities
Position Dana as media source

Action

Combine specialist local expertise using different PR agencies
Use world’s largest motor shows to launch communication campaign
Capitalize on media presence
Use shows to contact media and communicate key messages
Surveys to show how perception of Dana changed over time

Results

Press conferences at motor shows attracted lots of media representatives
Significant quantity and quality of articles in European and American media
Established media relationships from shows now used in successful ongoing PR activities


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