PR Case Study: JCC Lighting

The Client: JCC

The Brief:

To promote the importance of using fire-rated downlights to contractors, wholesalers, end-users, specifiers and developers, through press releases, articles and media relations.

Objective:

To place JCC’s fire-rated downlight, Fireguard, as the contractors choice of product, and to encourage all specifiers, developers, end-users and contractors to only use fire-rated downlights that have been fully tested to meet the relevant building regulations.

Implementation:

Vertical wrote a series of articles and press releases, highlighting the importance of testing to meet the building regulations. This collateral also raised the profile of the risks involved if fire-rated downlights are not installed.

Using key editors of trade magazines, we were able to successfully place a number of articles both pro-actively as well as in response to other fire related stories. These articles ranged from a strong technical content to a general overview of fire safety and installing downlights.

Result:

Following the placement of articles, Fireguard was named as a ‘Top Product 07’ in one of JCC’s core trade magazines, having received one of the highest rates of customer enquiries. Sales of Fireguard continue to increase, and it is arguably the market leader for fire-rated downlights.