Max x tractBackground
Worsley Plant asked Pelican to create a campaign to drive sales of the Max X Tract machinery which extracts waste material with a market value which would otherwise incur a cost for being sent to landfill.

We set about creating awareness of the machine’s unrivalled capability and highlighted the excellent business case for buying a machine.

Pelican issued a launch press release about the Max X Tract alongside a web calculator on Worsley Plant’s website so companies could find out how much the machine could save them in landfill tax and generate in additional revenue. When the HMRC issued landfill tax guidance, we offered comment on behalf of Worsley Plant to the media. We also produced printed and filmed case studies about Max X Tract customers as marketing collateral for the sales team and editorial content as application stories.

Worsley Plant showcased the Max X Tract at the Recycling and Waste Management (RWM) show which we supported by setting up media briefings with key trade journalists and producing media packs. The filmed case studies were shown at Worsley Plant’s stand and copies of the print case studies were handed out. Pelican also followed up with the media after the event to secure further coverage of the Max X Tract.

Brilliant results
The campaign generated numerous pieces of coverage and the two customer case studies racked-up over 1,600 views in a year on YouTube. The campaign successfully positioned the Max X Tract as the best solution for any business seeking to reduce landfill costs.