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Plant Opening
Fougera
Special Events Planning
Longtime agency client Fougera, a leading manufacturer of generic dermatologic and ophthalmic pharmaceuticals, was preparing to dramatically expand its pharmaceutical manufacturing capability on Long Island. HLDPR was assigned to develop an event that would celebrate the 100,000-sq. ft. plant and position the company as a continuing sector leader.
In our estimation, a simple ribbon-cutting ceremony would not be sufficient to proportionately celebrate the significant achievement represented by the plant opening. What was needed was a multi-faceted program that would strengthen Fougera’s relationships with key constituencies while giving the company a platform to showcase its success and its commitment to future growth.
Ultimately, the events of the day not only garnered significant trade and local press coverage, but also gave Fougera an unprecedented audience with its largest customers and with one of the United States Senate’s most vocal champions for affordable health care, New York’s senior senator, Charles Schumer.
A key focus of our line-up was creating a corporate giving program called Fougera Cares, conceived to enable Fougera to partner with its customers in supporting their favorite charitable causes. In addition to establishing the giving guidelines, operating plan and collateral materials for Fougera Cares, HLDPR also produced a video to kick off the program, which was anchored by film and television actor, Anthony Edwards, the celebrity spokesman for Cure Autism Now. Fougera Cares was unveiled to rousing applause at a gala dinner held at the exclusive Oheka Castle for a group of over 100 customers and company officials.
Also featured that night was a videotaped message from Senator Schumer congratulating the company on its successes. The agency also secured a private meeting with the senator for Fougera executives to discuss the timely and important topic of the role generic drugs play in providing affordable health care to millions of Americans.
Following the speeches and formal presentation scripted for the Oheka event, a ribbon-cutting was held for press, local elected officials and Fougera employees at the new plant the next morning. Our giant 4-foot scissors, kept for just such occasions, officially inaugurated the new state-of-the-art facility.
HLDPR’s program for Fougera’s plant opening was anything but generic! It was a custom designed approach that successfully branded our client as a true leader in its market.
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