New Holland “Cool Tools” TV Episode

New Holland Construction

Category: Public Relations

Challenge

As a leading manufacturer of construction equipment, New Holland Construction is sometimes invited to be featured on television programs. When the client was approached by producers of the DIY Network’s “Cool Tools” TV program to feature New Holland skid steers in a new segment, they asked CHI for counsel and assistance. “Cool Tools” gives do-it-yourself viewers an exclusive look at a wide range of tools and equipment you know, yet have not worked with much, or at all. During each episode, the host, Chris Grundy, reveals insider tips and little-known techniques from the people who helped create these products.

Solution

In addition to prepping the New Holland spokespersons for their on-camera performances and developing key speaking points, CHI worked with the production crew behind the scenes to coordinate a visit to New Holland’s 360,000 square-foot manufacturing plant in Wichita, Kans., to film the manufacturing process of the ultimate cool tool, the New Holland Super Boom® skid steer loader.

With cameras rolling, the “Cool Tools” crew toured the Wichita plant, interviewing several New Holland employees and visiting several stations along the skid steer loader production line, from parts arriving on the dock to driving an assembled skid steer onto the flatbed of a semi.

CHI also worked with the show’s producers during the editing process, providing additional background information, product specifications and working photography of New Holland skid steer loaders performing a number of construction and landscaping tasks.

Results

The “Cool Tools” episode featuring New Holland skid steer loaders aired in December 2010.

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