How it all started

Yale is the brand of the American multinational Hyster-Yale Materials Handling, Inc., a leader in the forklift sector. With more than a century of experience, the company creates cutting-edge technological solutions to allow its customers to increase productivity while reducing labor costs.

The project was created, by Synesthesia for Yale, to achieve certain objectives:

• increase brand awareness
• ensure the maximum spread of the company’s technical and product information
• encourage the activation of collaborations with local dealers for the commercial areas of Italy, Spain, France and Portugal
• collect different case histories concerning the company and promote their diffusion

The solution

Since November 2020, Synesthesia has been managing the press office activities, public relations, and event organization for the commercial regions of Italy, Spain, France, and Portugal.

The solutions designed to meet Yale’s specific needs include:

• Incoming media management for product launch events and/or plant visits
• Dealer meetings
• Interviews
• Case study storytelling
• Press conferences
• Developing editorial content for industry magazines
• Workshops

Synesthesia also adapts and disseminates content from the parent company (depending on the target market), creating a tailored editorial plan.

Results

The implementation of the project developed by Synesthesia for Yale achieved significant results:

• Greater brand recognition for Yale
• A significant increase in the media contact database (140 highly targeted contacts)
• Collaborative relationships with local dealers and media
• Creation of local content and case studies (Italy, France, Spain, and Portugal)
• Press review activities (over 100 clippings and press coverage)