Alcoa Tennessee Operations
100th Anniversary

Project description

Alcoa Tennessee Operations is the world’s largest producer of rolled aluminum can sheet for beverage cans. It began operation in Blount County, Tennessee in 1913 and currently employs 1,100 East Tennesseans. Alcoa Tennessee Operations is one of more than 200 Alcoa Inc. operating locations in 31 countries. Beginning in June 2013, Alcoa Tennessee Operations began celebrating its 100th anniversary. MBWC was engaged to develop a media relations campaign that captured anniversary efforts to highlight the following areas: community pride, historical perspective and unity.

MBWC and Tennessee Operations team members met for several months in order to plan a top-notch press conference; develop strategic messaging for regional, statewide and national media; and create a run-of-show for the day of the press conference event.

In June 2013, MBWC released the first of dozens of media pitches to kick-off Alcoa Tennessee Operations’ 100th Anniversary Celebration. The kick-off event included a press conference in conjunction with Blount County Habitat for Humanity to break ground on land donated by the Alcoa Foundation to build seven homes, and later included Tennessee Operations’ automotive expansion announcement involving Alcoa Inc.’s corporate CEO as well as Gov. Bill Haslam, Sen. Lamar Alexander, Congressman John Duncan and other dignitaries. The media spotlight provided an ideal start to the 100th Anniversary by giving in-depth context to the special relationship Tennessee Operations has maintained with the residents of Alcoa, Tenn.

Comparison analytics with the prior year revealed an increase of 47 total positive stories generated by MBWC. Overall impressions increased by 9,418,238 for a total of 104,439,204.

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