Local launch

Universal Robots (UR) introduced a new collaborative robot, the UR30, at a tradeshow in Japan and wanted worldwide media coverage of the launch, cementing the company’s global leadership position in the cobot industry, while reaching target audiences looking to automate heavier payload tasks.

Results:

As Universal Robots’ PR agency in North America, McCall Media collaborated with the company’s global communications team in localizing the UR30 press release and media kit for editors in the U.S. and Canada.

We drafted personal invites for the online press conference, distributed to our unrivaled rolodex of media contacts within both the business press, robotics and industrial automation outlets. For each editor, we outlined why this launch mattered to their audiences and chose specific application photos to support each industry audience.

Prior to the launch, we reached out to a select few high-profile media under embargo, facilitating in-depth interviews with the company’s VP of innovation and strategy, offering more detailed product insights that were published in large feature articles right as the embargo lifted.

The virtual press conference had 47 different editors from North America signed up, including Wall Street Journal and Bloomberg representatives, resulting in a record number of press hits and eye-balls, placing the UR30 launch in several “most read articles this month” and “best of 2023” lists.