Press tour to the Essity production facility

Задача

Conduct a press tour to the Sovetsk Tissue Mill, Tula Region

Дата

11/30/2023

Сайт

www.tellus.ru

Сфера

Professional hygiene

A press tour is a well-known “classic” format media event. It is not only used as a meeting and communication forum with the journalists, but also as a tool to address a few specific tasks. Most of the communication between the company (PR specialists) and journalists takes place online - often on the topic of publications. However, it is difficult for people outside the company to fully understand the real value of a company, its achievements, projects, technologies, etc. A press tour allows journalists to immerse themselves into this reality and figure out what really stands behind the words of company representatives in practice. The Fresh Russian Communications agency regularly conducts press tours for its customers.

Tork, the professional hygiene brand (since 2024 – Tellus) of Essity (since 2024 – EvoCom) has been the FRC agency customer for many years. We are fully immersed into the company's activities and are familiar with the specifics of communications in this area. The EvoCom company changed its owner in 2023, therefore, it was important for the brand to tell representatives of key trade media about the results of its work in the current year and share plans for the further brand development. In addition, journalists have been asking to visit the company's production facility for a long time.

The press tour took place in December 2023. Despite the pre-New Year's rush, 15 partners and journalists from trade media (cleaning, sustainable development and ecology, retail, HoReCa, manufacturing) participated in the event. They spent the whole day at the site and observed how Tork (Tellus) professional hygiene products are produced. They also got a chance to talk to the company representatives. Journalists and partners were shown the main stages of the production process, starting with the wastepaper warehouse (collecting, sorting and storage) and pulp and paper making machine to the converting lines and a fully automated warehouse for finished goods. The site tour helped all the participants to look at familiar hygiene products from a new perspective. The goal was to make them see that behind each unit of paper product there is a complex and fine-tuned technological process and the work of more than a thousand people.

Results:

Following the press tour, 20+ publications were published in the trade media featuring brand key messages

The agency received positive feedback from participants regarding the trip and organization

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