Rockwell Automation
Standing out at the China International Import Expo (CIIE) doesn’t always come down to booth size. For its fifth consecutive showing at the trade event, Rockwell Automation took a deliberately low-profile approach on the show floor. With a single physical touchpoint, how could the brand seize the media and convert CIIE presence into meaningful influence? We. Red Bridge was brought in to craft and lead a communications program that could extend Rockwell Automation’s impact far beyond the exhibition hall.
We. Red Bridge repositioned Rockwell Automation’s CIIE presence as a leadership-driven story that would outlast the trade show. In the weeks leading up to CIIE, our team produced and successfully placed a series of in-depth interviews with senior Rockwell Automation executives. These conversations sharpened the brand’s narrative around innovation, industrial automation and the Chinese market, creating storylines that landed with local media before the expo even opened. By the time CIIE began, Rockwell Automation’s leadership perspectives were already making the rounds, unlocking TV and video interviews that translated anticipation into stronger booth traffic and sustained coverage throughout the show cycle.
Eighty percent of coverage featuring Rockwell Automation executive quotes, up 12% YOY. We delivered a 28% increase in total coverage across print, TV and video compared to the previous year. Global visibility expanded, too, with English-language coverage growing 1.5x YOY and driving broader international pickup of Rockwell Automation’s China story:
