Ammann “Paving Days” Media Tour

Ammann Canada

Objective: Maximize media interest and coverage of Ammann’s new product offering in Canada

Strategy: Coordinate a hands-on demonstration for trade editors and publishers to piggy back on the planned dealer launch of Ammann’s new paving equipment.

Solution: Ammann “Paving Days” Media Tour


As Ammann’s staff in Canada planned the introduction of the new paving equipment to its dealers and key customers, Marketing Strategies & Solutions organized personal invitations and activities for journalists with related construction publications. A demonstration site was prepared for the roll out, where attendees could learn about and test drive the equipment. Media personnel were invited to take part and arrangements were also made for each writer to have personal “face time” with the Ammann principals.

The opportunity to mingle with customers gave journalists direct access to users’ first impressions of the new line, allowing them to develop individual story angles over and above the company news releases. Editors also received a followup story from Ammann outlining the events of the day and featured equipment.

Almost every Canadian publication related to construction and heavy equipment was represented at Paving Days, yet they all carried a story about the new line. One Editor used the event to kick off his monthly column, noting Ammann’s investment as a ‘good news’ story for Canadian industry.