DryCo

DryCo hits its mark

A strong news story, properly presented and targeted at the right audience, almost always gets the coverage it deserves. Take the case of DryCo Systems. The company wanted to tell the world about Unico, a novel building sheet developed for construction and renovation applications. Unico helps reduce mold and condensation damage in wet and humid areas such as bathrooms.

DryCo wanted to inform potential customers in Finland about the availability of this new material. They asked INS to create a press campaign for this light concrete, glass fiber reinforced sheet. INS determined that the target media groups for the press campaign were daily newspapers and special publications in the building and maintenance industries.

INS distributed press releases to 94 publications. The 16 or more publications that used the information had a combined circulation of more than 580,000. With an average of three readers per journal, this news campaign must have reached at least 1.5 million readers in Finland.