Thales: Raising profile of security divison
Terrorism has put the issue of security high on the agenda in most of the world’s economic centres. Companies supplying civil security solutions are playing a major role in protecting these large metropolitan districts. International electronics and systems group Thales has a major presence in the UK defence, aerospace, services and security markets. But despite the high profile of security issues and the fact that Thales has supplied major security solutions to London Underground, the Port of London and Eurotunnel, the company had remained best known in the UK as a defence contractor.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.
The campaign would also aim to raise the profile of key Thales security division executives amongst the media and analyst communities. Key Thales spokespeople were media-trained and positioned as thought leaders in the security area. By June 2005, Thales had been the focus of 104 separate articles in key publications, including a leading article in the FT Security Supplement. Hotwire had also arranged for spokespeople to brief the top analyst houses.
The process of generating immediate PR success took two approaches: at a strategic level, the campaign aimed at educating the media on Thales and its security capabilities as well as its major presence in the UK. The second focused on leveraging major international Thales news stories and localising them so that they are as newsworthy for the UK press. One such story included a major client win, the metropolitan authority of Lille in northern France.
In January 2005, Thales embarked upon a vast urban security project to protect more than 25 sensitive sites across the city and suburbs. In the early stages, swift progress also meant that Thales was introduced to 73 new media contacts as part of a familiarisation programme. This resulted in 19 interviews. “Hotwire has made an immediate impact on Thales’ media presence in the addressed areas,” said Simone Droll, director, communications, Thales Security Division. “They put forward a clear and logical plan, and they have implemented this flawlessly. I've been impressed by the teams industry knowledge and creativity, and most importantly their drive. It is refreshing to work with an agency that constantly push me and come up with new suggestions to generate better results.”
The campaign is now ongoing and the first corporate outreach programme is taking place. Issues around Thales SHIELD™ are expected to be an increasing focus of press coverage.
