Blending Digital and Traditional PR: A New Model for Smart Infrastructure Marketing
May 7, 2025
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GE identified a critical market need for enhanced electrical safety and reliability solutions for industrial and municipal facilities. With the introduction of GE ArcVault(TM), a revolutionary arc flash mitigation solution, the challenge was to effectively communicate this sophisticated technology to a highly specialized audience. GE needed a clear, compelling, and memorable narrative to highlight ArcVault’s unique benefits, raise awareness, and establish credibility among key decision-makers and influencers in the electrical infrastructure sector.
WATT developed an integrated marketing and communications campaign anchored in a clear and strategic messaging platform known as the “Three A’s”: Awareness, Accessibility, and Advantage. This approach provided a concise framework to communicate the significance, simplicity, and superior performance of GE ArcVault. Leveraging this framework, the strategy focused on delivering consistent, impactful messages through carefully selected media channels to reach key stakeholders.
To effectively introduce GE ArcVault, WATT planned and executed an extensive media tour based on educating stakeholders on what WATT developed as the “3A’s”–targeting specialized trade publications, industry influencers, technical editors, and broader business media outlets.
But first, the Arc Vault™ system was introduced in front of 1,000 electrical experts meeting at the IEEE IAS (Institute of Electrical and Electronics Engineers’ Industry Applications Society) Petroleum and Chemical Industry Technical Conference, in Anaheim, California.
