KONE: UltraRope Launch

On 10th June 2013 Finnish elevator manufacturer KONE unveiled their new UltraRopeā„¢ technology; a revolutionary carbon fibre hoisting rope, which can enable lifts to travel up to 1 kilometre high in a single trip.

After a successful collaboration on the opening of The View from The Shard earlier in the year, Kallaway PR enlisted markettiers4dc to maximise international broadcast coverage surrounding KONE's launch.

markettiers4dc produced B-Roll in advance which featured CGI of the new technology and stunning aerial shots of London. These simulated the heights that the new UltraRope will enable buildings to reach in the future.

markettiers4dc then filmed the unveiling of UltraRope at the launch press conference and quickly added this to the B-Roll, along with soundbites from KONE's spokespeople and independent industry experts; Anthony Wood and Tom Dyckhoff. This was immediately distributed globally to TV broadcasters via markettiers4dc's partnership with Reuters.

26 TV stations in 10 countries covered the story over 60 times between them. These included stations in key target markets such as Dubai, Brazil, Taiwan and in US cities such as Denver, Seattle and Salt Lake City.

markettiers4dc also set up an exclusive 'Press Conference In The Sky' to give a limited number of TV stations the opportunity to interview KONE's Head of Technology with the UltraRope high up over central London. Both CNN and Euronews ran stunning reports from the helicopter.

Finally, a cut package was edited and sold in to news, architecture, design and building websites to further support the outreach. This was picked up by targeted sites such as Reuters, World Architecture News, Architecture Daily, E-Architect, USA Today and the Huffington Post.