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Eaton – A new partnership with Nissan


TAG client Eaton was about to embark on a ground-breaking partnership with electric vehicle manufacturer Nissan to commercialise an energy storage and control system with the potential to revolutionise the domestic and commercial utilities market.

Working to a tight schedule, Eaton wanted to announce this partnership at a press conference during the global COP21 2016 climate change conference in Paris. Thanks to Technical Publicity’s EMEA capabilities Eaton was able to rely on the agency team to secure EMEA trade media journalist attendance at the event.



Technical Publicity was excited by the possibilities for press engagement that the Eaton/Nissan partnership offered and set about the project with enthusiasm. With just two weeks until the event, Technical Publicity had to act fast and so recommended a media relations campaign which included:

  • Inviting top tier B2B magazine journalists from across EMEA (markets: Engineering, Data Centres, Buildings, Energy and Utilities) to the press conference
  • Arranging exclusive access for journalists to key Eaton spokespeople for one-to-one press interviews
  • Providing a presentation and demonstration of a working prototype of the energy storage and control system  specifically targeted at B2B journalists with relevant technical information

The agency coordinated all press invitations using its regional expertise and local language skills, and helped with all the journalists’ travel arrangements (by air, rail and road) from four different countries.



The media relations campaign was a huge success with 12 top tier trade media journalists attending the event from the UK, France, Germany and Russia. The response from the journalists to the event itself was overwhelmingly positive, with all keen to learn more about the development, design and potential impact of the new energy storage and control system as well as Eaton’s collaboration and partnership with Nissan.

The majority of the attending journalists published in-depth reports immediately after the event as well as posted the news on their social media channels live from the event. Subsequently the news announcement generated a large amount of coverage across the EMEA region with over 200 pieces of coverage secured and national coverage in The Telegraph newspaper.   


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