Branding/Marketing/PR Magazine

CASE STUDY: Launching Airswift, the merger of two major manpower brands: Air Energi and Swift WWR

Written by the Editorial Team

Airswift, the global workforce solutions provider, partnered with international engagement agency Aspectus PR, to oversee and deliver the communications strategy for the merger of two major manpower brands – Air Energi and Swift WWR.

Here are the results of that campaign.

The brief

Create a cohesive brand identity to reflect the size and opportunity of the merger. Generate an instant industry buzz across Europe, the US and Asia to engage candidates, investors, media and staff. Up the profile of the leadership team and establish a solid platform for future communications work.

The approach

We started with brand new messaging to make Airswift known for the things it’s great at. We ran a proactive media relations campaign supported by highly shareable visual content. The news played out over multiple channels including social. We reached the global business, energy, investor and recruitment media in the Europe, the US and Asia.

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The result

A unified brand. Concise messaging to help employees to stay on message. Stacks of coverage including Houston Business Journal, Rigzone and Upstream. Upped the profile of the leadership team by brokering relationships with influential media and securing interviews with EnergyWire, Recruiter and Recruitment International.

Key stats:

In 30 days we achieved:

  • 55 pieces of tier ‘A’ coverage
  • 2300 Twitter followers in the first three weeks of launch
  • 10 interview and commentary opportunities

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The impact that PR can have on a recruitment brand cannot be understated. As Airswift themselves commented:

“We were extremely impressed by the quality of the approach and the dedication of the Aspectus team. The results – which generated significant engagement across Europe, Asia and North America – completely exceeded our expectations.”

Peter Searle, CEO , Airswift