Product launch success

The Challenge

With an exciting world-first refrigeration technology innovation ready to hit the market, the challenge was to support Penguin Refrigeration, Europe’s leading marine and recreational vehicle refrigeration brand and the exclusive UK supplier of Vitrifrigo, Italian refrigeration manufacturers, for the launch of their ‘Next Gen’ Compressor, the Secop BD Nano. The task at hand was to make a splash in the media and ramp up interest on social media of the industry’s first development for cooling in the marine and motorhome markets.   Penguin Refrigeration was set to exclusively unveil its latest innovation, the ‘Next Gen’ compressor integrated with the brand’s C51 and SLIM 90i refrigeration models, at the leading Caravan, Camping & Motorhome Show 2024. With a highly competitive market in the marine, motorhome and outdoor industries, achieving significant visibility and thought leadership was essential to heighten impact, aiming to secure widespread opportunities for Penguin Refrigeration’s experts in the field.

The Solution

ADPR implemented a multifaceted PR strategy for Penguin Refrigeration, whilst also providing around-the-clock expert PR counsel and Google Analytics performance management. Content creation was a key focus, drafting a press release for the compressor and product launch and designing a branded newsletter for exclusive previews with customers and partners. Proactive media relations and social media marketing created a buzz online and in print, which ADPR heightened with expert comments, product reviews and show features.

 

For the exhibition launch, a press release preview for the Caravan, Camping & Motorhome Show was drafted and issued, securing coverage in key marine and motorhome titles such as Marine Business World and Practical Motorhome.

The Results

The launch campaign for Penguin Refrigeration was highly successful. ADPR secured nine pieces of positive coverage across key trade and leisure publications, including thought leadership articles and expert commentary, enhancing Penguin Refrigeration’s reputation within the marine and recreational vehicle industries. The coverage not only highlighted the innovative NextGen compressor technology and its benefits to the market, but also reinforced Penguin Refrigeration’s position as the leader in marine and motorhome refrigeration solutions.

 

Media meetings were secured with leading motorhome titles at the show, including Practical Caravan. Media relations efforts included securing thought-leadership commentary in All At Sea and a feature article in CaravanTimes, with additional product coverage published in key titles like All At Sea, Marine Business World, and Yachting Monthly through proactive pitching.

 

Overall, the campaign achieved a combined online audience reach and print readership of more than 446,000, also gaining more than 200 followers across social media channels, enhancing Penguin Refrigeration’s industry presence and promoting their new products effectively.