CASE STUDY: 'Bringing it all Together' for Rio Tinto
Provided by Hill and Knowlton
Hill & Knowlton successfully executed a global PR campaign amongst Rio Tinto employees to educate them about their new branding
What was the Challenge / Background of the Campaign?
After the merger with the Alcan business, Rio Tinto engaged H&K to launch a new global brand internally to 60,000 employees across Europe, Asia, North America, South America and Africa. A phased approach allowed us to take into account cultural differences across a diverse set of regions. We delivered 'Brand Champion Workshops' to create internal ambassadors to spread the word about the new brand. We are now busy creating the collateral to support the brand, from online workshops, to storytelling frameworks, to tone of voice manuals to support the Brand Champions. Find out more...
What was the Campaign Objective?
The objective of the campaign was to educate Rio Tinto employees of the new global branding and what this would mean for them.