Ardagh Glass Packaging: Visit by a federal minister

/ A Federal Minister of Economics visits the glass industry
 

The PR-Event at a glance

Client / Ardagh Glass Packaging
Objective / Positioning Ardagh Glass Packaging as an innovative company
Industry / Container glass
Target group / Opinion-forming media
 

The situation / 

During his summer tour in 2024, Federal Minister for Economic Affairs Dr Robert Habeck stopped off at Ardagh Glass Packaging. Accompanied by around 20 journalists from media outlets such as ARD, ZDF, WiWo, Capital and ZEIT, he visited the innovative ‘NextGen Furnace’ hybrid melting tank. With its energy mix of natural gas and electricity, it significantly reduces CO2 emissions and thus represents an important step towards decarbonising the glass industry.

The task / 

Ardagh Glass Packaging entrusted zeron with the complete management and responsibility for organising the PR event – including coordination with the Federal Ministry for Economic Affairs and Climate Protection (Bundesministerium für Wirtschaft und Klimaschutz (BMWK)), content preparation for a one-on-one meeting with the Federal Minister, press and media relations. A great honour!

The implementation / 

We prepared the press event and factory tour with military precision – from the welcome speech to the press statement, position paper and press release. We planned the visit with a stopwatch, because safety regulations in glass production are strict and equipping 60 participants with safety clothing requires careful coordination. Our goal: to use the time for media coverage and lobbying.  

The result / 

Spot on! Everything went perfectly, the timing was right. Without such meticulous preparation, it would not have worked. Just as important: the media response. Over 150 press reports and clippings with a total reach of over a billion. It just goes to show: a visit like this is guaranteed to boost ratings.