China-based Suntech may be the world’s largest producer of solar panels, but its international profile was low. Weber Shandwick’s response was to solidify Suntech’s market position within the global business community. And where better to achieve this than at the 2012 World Economic Forum at Davos?
A successful networking and media strategy put Suntech among some of the world’s most influential policy makers and generated substantial media coverage. Meetings were held with executives from leading companies such as DuPont, Grameen Bank, Goldman Sachs and The Climate Group, along with a significant engagement with the EU energy commissioner. The company also engaged with all key media, which resulted in coverage in outlets including the Wall Street Journal, Fortune, CNBC and Bloomberg.