Bioterra invested 15 million euros in a state-of-the-art installation in Genk to clean 400,000 tonnes of contaminated soil each year. Advertising agency Pubmarket! took care of all event communication for this important investment project under the guidance of industrial group De Cloedt. The most important elements were proactive press relations and an opening event for all of Bioterra's stakeholders.
The first stone was laid in the presence of the mayor of Genk Wim Dries and Henny De Baets, Administrator General of OVAM. This was the first opportunity to stress both the economic and societal importance of this major investment to the press. During the opening, a second press conference was held in the presence of Prime Minister Geert Bourgeois. The Bioterra project was covered extensively in national newspapers, socioeconomic magazines and journals.
For the opening event, the buzzword was ‘experience marketing’. Advertising agency Pubmarket! organised an event at the industrial site. The new installation was the star of the evening. Every single one of the 400 invitees was shown around the 28-meter high installation. But of course, the proof of the pudding is in the eating. What really made the event memorable were several engaging speakers, wonderful catering, a live act by Buscemi & Friends and especially the well-oiled organisation.