Titus
Revitalizing a manufacturing thought leadership program with industry 4.0 technology
Turning training innovation into news
At the beginning of 2017, Titus HVAC was going into the AHR Expo, one of the biggest conferences in the HVACR industry, without any new company news or product launches on the horizon. However, the company was doing something unique with virtual reality (VR). Titus was using VR to teach building owners, contractors and engineers to test the performance, functionality and operability of specific products in systems in simulated applications, prior to installation. Inprela saw the conference as an opportunity to tell that story.
Integrating event activation, digital marketing and media relations
By bringing VR to their booth at the AHR Expo, Titus enabled customers and prospects to experience VR for planning their own HVAC systems. We then wrote a press release promoting the experience and distributed it to the HVAC trade media before the conference. In the press placements we used a CTA to visit an optimized landing page we built for Titus to help them drive brand awareness and engagement.
Extending event activation into owned content
Inprela secured 99 press placements which garnered 6,335,454 impressions that year, further solidifying Titus’ position as a thought leader and innovator in HVAC. In addition to media relations, we drove a 5.85% click-through rate and 78,765 impressions through digital advertising promoting the optimized landing page. Titus was also able repurpose the VR content from the Expo into blog posts, brochures and infographics to expand the reach of the messaging and news across owned channels.
By The Numbers
5.85% click-through rate
99 placements
6.3M impressions
78k digital ad impressions
“The Inprela team goes further and deeper than we’d be able to go ourselves. And because of that, we’re able to see our entire brand story–and tell it a lot better.”
