ATC
European launch campaign
Background
ATC is an established live event hire and production specialist with over 35 years of experience in the UK market, supporting event production companies across touring, corporate and live events.
The launch of a new European subsidiary in Belgium marked a significant step towards, providing a base to support customers across key European markets.
Challenge
Despite having one of the largest inventories of live event technology in the UK, ATC had limited visibility outside its domestic market and no dedicated marketing function.
The launch of ATC Europe created an immediate need to introduce the business to a European audience while also signalling to UK clients that projects could now be delivered seamlessly across the region.
With the operation still being set up and limited assets available, Arrow & Zest was appointed to develop and deliver a focused launch campaign to support ATC’s entry into the European market.
Services
✔ Messaging & campaign development
✔ PR & media relations
✔ Video & photography
✔ Sales enablement
✔ Email marketing
✔ Social media
Solution
Arrow & Zest built a focused launch campaign to support ATC’s entry into the European market, delivering a clear and credible launch narrative.
PR & media relations
We developed a launch announcement to introduce ATC Europe to both UK and European trade media, with translations in French, Dutch and German to drive local relevance and improve pick-up across key markets.
In parallel, we targeted deeper editorial opportunities with leading live event publications across the UK and Benelux. The focus was not just visibility, but credibility – using these features to tell a more considered story around ATC’s European expansion, its service model and long-term ambition.
We also lined up a series of editorial contributions covering the live event market, extending the value of the campaign and providing content that could be repurposed across ATC’s own channels.
AV & Entertainment magazine - read article
Launch video & content
To bring the story to life, we developed a launch video that combined existing UK footage with new content from Belgium as it became available.
With the operation still taking shape, the challenge was blending polished existing footage with limited new content – creating something cohesive that positioned ATC as operational from day one.
ATC Europe launch video
Sales enablement
To support the commercial team, we created a suite of practical assets across social, email and sales collateral – giving them a clear, consistent way to talk about the launch and engage in real conversations with clients delivering across Europe.
Social media
Sales collateral
Results
A successful European launch, building awareness and momentum around ATC’s new Belgium operation from day one.
The campaign introduced ATC Europe to the market with a clear, credible launch moment around the new Belgium operation. It generated early awareness across both UK and European audiences, positioning ATC as operational and ready to support projects across the region.
All assets were delivered ahead of the ATC Europe customer launch event, aligning activity with the go-live moment. This was achieved while working within the constraints of an evolving operation, making efficient use of available content and adapting as the Belgium setup progressed.
Highlights
✔ 30+ pieces of media coverage
✔ 2x exclusive company profile features
✔ 24,000+ social impressions & 670 engagements
✔ Delivered ahead of ATC Europe launch event
“We worked with Arrow & Zest to support the launch of ATC Europe and help us build momentum around our new operation in Belgium.
Alex quickly understood what we were trying to achieve and helped us turn it into a clear campaign across PR, video, social and sales collateral. The process really got us thinking about how we communicate the business, not just for the launch itself, but for the wider European market.
He was thorough, proactive and kept everything moving, even while the operation was still being set up. The campaign helped us establish a clear message around ATC Europe and create a strong launch moment as we expanded into a new market.”
Will Bennett Operations Director, ATC