Moving the Needle with CanLift Equipment Ltd.

Challenge

Marigold PR was brought on by CanLift Equipment Limited to garner media attention and industry awareness of their exclusive earthmoving partnership with XCMG. CanLift’s goal was to create buzz across Ontario about this partnership to help increase sales and awareness of the earthmoving equipment becoming available. Due to industry-wide supply chain issues, this partnership was a huge announcement for construction companies looking to start projects that were temporarily on hold due to lack of available equipment.

Solution

Marigold PR executed a media relations strategy for CanLift Equipment Ltd. that targeted trade, local and mainstream media about the new and exclusive partnership. A news release announcing the CanLift x XCMG earthmoving partnership was drafted and published by the Marigold PR team, garnering awareness in the media and construction industry. Pitching efforts followed the news release, with the goal of securing feature interviews for the CanLift leadership team to express their excitement for the partnership and offer more information to the industry about these newly available products.

Results

CanLift’s announcement garnered over 1 billion media impressions and 15+ articles in construction trade and local media outlets. Top media coverage included articles published in the Rental Equipment Register, On-Site Magazine, Construct Connect, Canadian Business Journal, London Free Press, Toronto Sun, Benzinga, Yahoo, International Rental News, Canadian Manufacturing, Financial Post, VertiKal, Crane & Hoist Canada and Heavy Equipment Guide. Marigold PR also secured two exclusive interviews with trade media publications Heavy Equipment Guide and Equipment Journal.