The challenge: building awareness following a rebrand
With a presence in Ireland since 2002, Expleo is a recognised, trusted technology partner for some of the biggest companies operating on the island of Ireland. However, until a major global acquisition and rebrand in 2019, it operated under the name of SQS. The company sought a PR partner in Ireland who could not only draw attention to its new identity and the added benefits of the acquisition to customers, but also elevate awareness of the company overall.
Comit was selected to launch the new brand, ensuring the company made a splash by capturing headlines across all media platforms on the island of Ireland. We built exciting plans to position Expleo as one of Ireland’s leading technology thought leaders on an ongoing basis.
Our solution: hitting the headlines with the voice of digital leadership
In planning Expleo’s big splash into the Irish market, it needed to grab attention visually and in terms of news value. We worked with Expleo to secure Government and IDA Ireland participation in a significant announcement encompassing the new brand name, jobs and investment. We also embarked on a creative process to ensure we had accompanying images that would maximise media exposure, while also reflecting Expleo’s bold, digital ethos. The result was ‘digital fire’ featuring the Expleo brand, brilliantly executed by the talented Luna who was pictured in the media photos.
Ensuring the momentum of the initial announcement has continued in the years that followed, we have partnered with Expleo on a multi-faceted PR strategy – including media interviews and announcements, winning award entries, commercial engagements, and much more – which is truly integrated with Expleo’s marketing team: their vision is our vision, and vice-versa.
We have secured top-tier media coverage for Expleo, with recent announcements including 200 new jobs in Ireland; a major robotics deal with eir; and the launch of a new incubator programme. These announcements saw Expleo hit the headlines across national media including Newstalk, RTÉ, The Irish Times and The Irish Independent. We have also secured high-profile interviews for key spokespeople across all major news titles, podcasts and trade media.
Significantly, our strategy has also included the development and growth of the Business Transformation Index, an annual report which has become synonymous with Expleo’s business in Ireland. By featuring insights that are valuable to both businesses and journalists, the Business Transformation Index is recognised Ireland-wide by customers, prospects and competitors.
Client Quote
“From their very first pitch, it was clear to us that the team in Comit had taken the time and care to get to know our business and propose the plan that would work best for us. We knew that they were the people who would help us to bring our business to its next exciting stage.
“The team in Comit truly cares about our success and growth as a business. Their consistent dedication to understanding our needs and coming up with a PR strategy that will help us to meet them has meant that this has become an enduring relationship that consistently delights.”
Results
- 55 media clippings across ROI and NI for announcement of Expleo rebrand
- Average annual ROI for Expleo = 12X