Reaching for the skies with Huntsman
Many of our competitors will make the claim, but Willoughby PR truly is a global PR agency. And we've got the Airmiles to prove it!
Working with Belgium-based Huntsman, the leading global producer of MDI resins which are used as an adhesive within the production of composite wood panels (CWP), we have made a big impression in even bigger Asian markets. Our very specific brief is to promote the use of MDI resins within CWP production in Asia, where production is high but awareness is low.
Our campaign to educate and inform mass panel producers in Asia has led us to journalist briefings and exhibitions in countries as far away as Singapore and Malaysia. In less than two years we have secured over 41 press articles in key trade titles from the Chinese edition of Panels & Furniture Asia to Asian Timber and Wood Based Panels International, with more major features secured already for 2011/12.
In fact, our international media relations for Huntsman have been such a success that we are now developing relationships in Germany, the second big region for production of composite wood panels. Sehr Gut!