Thales Security Divison case study
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In October 2004, Thales hired Hotwire for a trial project to raise the profile of its Security division offering, including its expertise in transport, security systems, e-transactions and telematics in the UK. The decision followed the success of an eighteen-month PR programme Hotwire had carried out for Thales’ e-security business.
Thales was seeking to achieve two outcomes: to emphasise Thales’ position as a leader in the growing civil security market and to overcome the perception that, as a French company, its main interests were in France rather than the UK. Thales has a major UK presence.
Hotwire devised a PR strategy that would follow three distinct directions. The campaign would reintroduce Thales’ security division to key influencers. Next, it would generate some immediate PR wins to raise the amount of coverage of its solutions. Finally, it would educate target influencers on Thales’ overall civil security offering, defined as Thales SHIELD™. Thales SHIELD™ is an interoperable, integrated system to manage multiple threats so that entire cities and regions can be secured, covering Government offices, art galleries and museums, airports and water treatment facilities and so on. Messages about Thales SHIELD™ and what it provides in terms of civil security would be integrated into all activities where possible.
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Campaigns 
