ABB partnered with Admiral to host an exclusive press tour to ABB’s award-winning semiconductor factory in Lenzburg, Switzerland, to showcase the state-of-the-art High Voltage Direct Current (HVDC) technology, which ABB pioneered over six decades ago.
Groundbreaking advances in high-power semiconductors produced in Lenzburg have led to tremendous improvements in HVDC transmission, most notably the recent contract to connect the world’s largest offshore wind farm to the UK grid.
The trip was timed to mark the 65th anniversary year of ABB’s HVDC technology, celebrate the factory winning the ‘digitalization’ category in the Factory of the Year Awards and offer editors the opportunity to personally meet, and interview, the new Managing Director of ABB’s Grid Integrations business (PGGI).
The press tour served two key purposes:
Despite these challenges, Admiral secured six journalists from the UK, Switzerland and Germany, representing top publications such as power-technology.com, Modern Power Systems, New Power & Power Engineering International.
To inspire feature ideas, Admiral sifted through substantial research to create feature synopses documents, which included various angles, technical information and messaging for the media to take away with them. This also helped to secure coverage from media who were invited but couldn’t actually make the trip.
Itinerary highlights included:
“Admiral did really well to attract top tier trade media to attend this press trip just before Christmas and at relatively short notice. It proved a great introduction for our new MD to some of our most influential editors. As always, the team provided a highly professional and proactive service, listening to us but also guiding us when we needed it. They are a pleasure to work with.”
Global Marketing Communications Manager – ABB Grid Integration