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BASF Corporation

BASF Corporation has long been recognized as a leader in chemical innovation and environmental and social sustainability. As the company prepared to open its new headquarters building, they were also gearing up to launch their “We create chemistry” (WCC) world tour in North America. The WCC exhibit is a traveling showcase of the company’s innovations highlighting solutions to the challenges of feeding a hungry world, managing rising energy demands, and meeting society’s aspirations for improving the global quality of life.

With these important events on the horizon, BASF engaged Coyne to increase its visibility in North America, and among local New York, New Jersey and industry sector trade media. To maximize the impact of these new assets, we decided to integrate the unveiling of the new headquarters and WCC world tour via a ribbon-cutting ceremony/news conference at the new headquarters in New Jersey.

The collective team was able to secure commitment from New Jersey Lieutenant Governor Kim Guadagno, New York Jets CEO Woody Johnson (BASF’s new business neighbor in Florham Park) and New Jersey Senators Robert Menendez and Richard Codey for the ribbon-cutting ceremony. Coyne also coordinated one-on-one interviews for media with key BASF executives throughout the day and provided personal tours of the new headquarters and WCC exhibits.