KYB – case study

Background
KYB is the world’s largest manufacturer of original equipment shock absorbers. A global company with its head office in Tokyo, Japan, KYB operates across Asia, Europe and North America.

LawsonClarke PR has been providing PR support to KYB for over four years, comprising strategy development, pro-active and reactive media relations and event management.

The Challenge
In 2004 KYB’s continuing expansion across Europe saw the 100 per cent acquisition of APA, the principal shock absorber manufacturing facility near Pamplona in Spain.

The firm was keen to use the acquisition as an opportunity to showcase KYB’s continuing success to the automotive and business press across Europe.

It was agreed that the best way to achieve this would be by hosting a press event for journalists drawn from the UK, France, Germany, Spain, Portugal and Italy at the new facility.

The Solution
A creative event theme ‘Kayaba – No.1 in Europe, No.1 in the World’ was developed and ran across a range of materials including press releases and event invitations, to onsite branding materials and even down to luggage tags!

LawsonClarke PR managed the entire event from initial concept development through to final execution. This included liaison with KYB offices across Europe, booking flights and hotels and preparing press materials in a range of European languages. Each group of national journalists received a tour of the new facility and a press conference in their native language.

To keep delegates entertained, lunch was traditional Spanish tapas and in the evening typically Spanish entertainment was provided including performances by regional Spanish singers. Delegates were also given the opportunity to visit the famous Guggenheim Museum in Bilbao on their way home, adding a cultural dimension to the trip.

In the UK coverage appeared in key industry titles such as: AM, Car & Accessory Trader, Professional Motor Mechanic etc. and Auto Times ran a cover story based on the trip.