Supporting in-house PR – strategic communications for Wärtsilä


BLUE was tasked with working with Wärtsilä’s communications team, supporting in-house PR and communications to create a thought leadership strategy to run concurrently with, and provided a credible foundation for the significant volume of largely product / service-based press releases issued by the company every month.

Wärtsilä are a global leader in complete lifecycle power solutions for the marine and energy markets with net sales of EUR 4.7 billion and approximately 18,700 employees. With such a broad portfolio of products and services, Wärtsilä recognised the value of focusing on certain key topics in order to help create the context in which their sales people could position solutions.


BLUE’s main objective, alongside supporting in-house PR, was to develop a clear position on Wärtsilä’s core areas of focus (including exhaust gas cleaning, dual fuel, ballast and waste water), creating clear, consistent messages for each and then demonstrating Wartsila’s leadership position by engaging with the industry, and leading the debate on the associated issues and challenges.


Working in conjunction with the Wärtsilä communications team, BLUE’s focus centred on the development of a thought leadership campaign channeled ostensibly through media relations. Collateral was initially developed by direct engagement with the senior team. By understanding the key issues and challenges for each topic area and how Wartsila’s products and services addressed these, BLUE was able to create engaging thought leadership collateral that served to further industry dialogue on pertinent topics.

This messaging was ‘taken to market’ through a variety of media relations tactics including proactive feature and comment pitching, securing interviews with Wärtsilä spokespeople and leveraging forward feature schedules. In addition, Wärtsilä’s presence at key industry events including SMM, Hamburg, Nor-Shipping, Oslo and Marintec, Shanghai was maximised by pitching for and securing face to face meetings with attending journalists.

Alongside leading this strategic communications approach, BLUE were tasked with supporting in-house PR staff in delivering the day-to-day of Wärtsilä’s already established media communications programme.


  • In-depth media coverage that supported business strategy by focusing on the identified core themes and incorporated key messages agreed at the outset
  • An average of 25 media interviews at each target event,
    spanning all core focus areas