When Dunlop Tyres South Africa celebrated the 50th anniversary of its Ladysmith manufacturing plant, the occasion was far more significant than a birthday celebration. It marked the announcement of a R1.7 billion investment into the facility, reinforcing Dunlop’s long-term commitment to local manufacturing, job creation and South Africa’s industrial future.
The challenge was to ensure that the anniversary became more than a commemorative event. It needed to tell a bigger story – one of confidence, investment and community impact – while engaging employees, government, industry, media and the local community.
Logico Creative Solutions developed and implemented an integrated public relations and media relations campaign that transformed the milestone into a powerful reputation-building opportunity.
The Communication Objective
The campaign aimed to position Dunlop as a company investing in South Africa for the long term while strengthening trust among its key stakeholders.
Our objectives were to:
- Maximise awareness of the plant’s 50-year milestone and the R1.7 billion investment announcement.
- Reinforce Dunlop’s commitment to local manufacturing and economic growth.
- Showcase the company’s focus on safety, quality, sustainability and community development.
- Strengthen relationships with media, government, employees and industry stakeholders.
- Drive positive brand sentiment through authentic storytelling and meaningful stakeholder engagement.
An Integrated Communications Approach
Rather than relying on a single announcement, the campaign combined multiple communication channels to create sustained visibility before, during and after the anniversary celebrations.
Owned Media
We created a central information hub that enabled stakeholders to access accurate and engaging content throughout the campaign.
Activities included:
- Developing a multimedia website content hub dedicated to the 50th anniversary.
- Rolling out an internal communications campaign across email, the company intranet, bulk SMS and WhatsApp.
- Ensuring employees became informed ambassadors for the milestone and investment announcement.
Earned Media
Media relations formed the backbone of the campaign.
Activities included:
- Developing and distributing media releases, advisories and fact sheets
- Proactive media pitching across local, national, international, community and industry publications
- Coordinating plant visits and anniversary event coverage
- Scheduling interviews with the CEO and company leadership
- Managing media attendance throughout the celebrations
The result was extensive, balanced coverage that consistently reinforced the campaign’s core messages.
Shared Media
Social media brought the story to life by showcasing the people behind the factory.
Content included:
- Behind-the-scenes videos and photography
- Employee stories
- CEO thought leadership content
- Event highlights
- Community engagement activities
The campaign also encouraged employee participation while amplifying the voices of the Ladysmith community.
To celebrate the milestone beyond the factory gates, Dunlop hosted a community motorsport event and partnered with local organisations on community development initiatives, including the construction of a new classroom at a local school – reinforcing that the investment extended beyond manufacturing to people and place.
Paid Media
Targeted local radio formed part of the awareness campaign through:
- Live radio reads
- Promotional competitions
- Community-focused messaging that encouraged local participation in the anniversary celebrations
Measuring Success Through the Barcelona Principles
The campaign was evaluated using the Barcelona Principles, focusing on meaningful communication outcomes and organisational impact.
Outputs
The campaign successfully delivered:
- A fully integrated communications campaign across owned, earned, shared and paid media
- Strong media engagement before, during and after the anniversary celebrations
- High event attendance from media, stakeholders and community members
- Significant digital engagement and website traffic
The campaign generated 62 pieces of media coverage across multiple platforms:
- 35 online articles
- 18 print articles
- 5 radio interviews and broadcasts
- 4 television features
Out-Takes
Beyond visibility, the campaign achieved strong audience engagement
Stakeholders demonstrated:
- Positive sentiment towards the investment announcement
- High engagement with digital and social media content
- Strong attendance at anniversary and community events
- Broad media interest across local, national and industry publications
Importantly, stakeholders understood the messages Dunlop wanted them to remember
Outcomes
The campaign successfully reinforced Dunlop’s strategic positioning around five key themes:
- Investment in South Africa
- Commitment to local tyre manufacturing
- Product safety and quality
- Community investment
- Sustainability
As a result, trust and confidence increased among employees, government stakeholders, industry partners, customers and the broader community.
Lasting Impact
By combining strategic storytelling with authentic stakeholder engagement, the campaign strengthened Dunlop’s corporate reputation while reinforcing confidence in its future.
The communications programme contributed to:
- Enhanced brand reputation
- Stronger stakeholder relationships
- Increased confidence in locally manufactured products
- Increased sales of locally manufactured tyres
- Greater visibility for Dunlop’s investment in South Africa’s manufacturing sector
The Result
The Ladysmith 50th anniversary campaign demonstrated how strategic public relations can transform a corporate milestone into a powerful business story.
Rather than focusing solely on commemorating the past, the campaign positioned Dunlop’s R1.7 billion investment as a statement of confidence in South Africa’s future -creating meaningful connections with employees, government, customers, communities and the media.
Most importantly, it illustrated the value of measuring public relations through understanding, trust, behavioural change and long-term business impact created.
