Manufacturing PR – Vert Rotors

Challenge 

Hot Tin Roof was approached by the founder and CEO of Vert Rotors to focus national attention on the company’s uniquely compact, higher-pressure and low-vibration compressors. Ideal for aerospace and medical applications and benefiting from its innovative design, the PR challenge centred on launching Vert Rotors’ products in its target markets, while supporting the company’s efforts to attract investment for growth. 

Strategy 

With a charismatic individual at the helm of a disruptive and innovative startup, Hot Tin Roof aligned the communications campaign closely with Vert Rotors’ business objectives. The agency ensured media coverage reached potential customers in Aerospace, Space, Manufacturing and Engineering and the Medical sectors while running a dual strategy based upon thought leadership and profile raising. This built a robust portrait of the founder and his specific skills to attract new investors.  

The agency quickly built momentum, ensuring Vert Motors punched above its weight in media terms, despite its early stage of evolution. Hot Tin Roof also identified opportunities where the founder could talk at length around issues such as the importance of education to support the industry. Successes included a roundtable appearance for Scottish Business Insider and Vert Rotors being named in The Manufacturer’s Top 100 Inventor of the Year in 2017. 

Results 

In just one year, Hot Tin Roof secured 95 pieces of highly targeted and impactful coverage with an online readership of 45.3 million and a circulation of 2.51 million. Significant impact for Scottish Enterprise’s support was showcased while the agency used high profile titles like The Engineer to run thought leadership pieces on ‘hot topics’. Issues discussed included how people, not machines, will drive 21st century innovation. Hot Tin Roof’s PR campaign helped to support and attract further investment during the campaign period.   

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