Creative thinking achieves the column inches for Fernox

Creativity isn’t just about the big ideas, particularly when it comes to PR.  In fact, having the skills to continually reinforce the same key messages and engage a target audience on an on-going basis also requires creative thinking - and nothing demonstrates this better than the work we do on the Fernox PR account.

Fernox is Europe’s leading brand of domestic and commercial water treatment products. The company’s message is simple and unwavering - water treatment is crucial to maintaining the efficiency of a central heating system. CIB targets the installer, public sector and building press on Fernox’s behalf and has been working on the account for over eight years.

In this time, the enthusiasm and perseverance of the PR teams has continued to win Fernox coverage year in, year out. In fact, Emma and Amy achieved a 29% increase in scc’s for Fernox in 2008 versus 2007 and already they’ve surpassed 2008’s figure with three months to go.

Highlights for 2009 include the year long Express Yourself series in PHAM News, promoting the Fernox Express range - where each month the PR team visits a plumbers’ merchant and interviews a customer on what they like and don’t like about being a plumber.  This year also saw a regular health column in Professional Builder, linked to the Fernox System Health Check, and the team also secured some major coverage in Professional Heating & Plumbing Installer with two on-site tests undertaken by Roger Bisby. 

Fernox invests heavily in new product development and it would be all too easy for us to sit back and rely on a steady supply of news to gain the company coverage.  Instead, we work hard to secure feature articles in key publications (16 to date in 2009) and take real pride in thinking of new and interesting ways of gaining stand out for the brand. 

“Fernox has worked with CIB communications for 8 years during which time the company has been delighted, not only with the quality of the work, but with CIB’s commitment to providing a responsive client liaison service. CIB has an excellent knowledge of the Heating and Plumbing sector and has used its expertise to maximise Fernox PR coverage in order to achieve the company’s business objectives.”

Francine S Wickham, European Marketing Director, Fernox.