The Power of a Plant

Electrolux’s new manufacturing plant in Memphis, Tennessee was set to stimulate the area’s economy, and an announcement that big needed a dynamic media plan to match.

Electrolux announced plans to open a $266 million, 750,000-square-foot manufacturing plant in Memphis, Tennessee which would produce Electrolux®, Electrolux ICON® and Frigidaire® built-in and specialty cooking products. The plant would serve as a shot in the arm for the surrounding economy, eventually employing thousands of factory workers and suppliers, as well as companies involved in the initial construction of the plant. CVIC was tasked to generate buzz surrounding the plant’s opening and highlight the economic benefits it would bring to the city and state, especially the jobs that would be created over the course of five years as it reached full production.


  • Organized a widely successful plant preview tour that featured Electrolux President and CEO Jack Truong and showcased the factory’s high-tech digital equipment, including specialized robotics and automated assembly lines
  • Secured the attendance of more than 100 local, regional and state leaders for the tour, including Shelby County Mayor Mark Luttrell, Memphis Mayor A.C. Wharton and State Senator Mark Norris, as well as a number of national, regional, state and local media outlets
  • Garnered coverage on the factory’s construction progress and plans for the future from virtually every media outlet in the area, including the Associated Press, The Commercial Appeal, the Memphis Business Journal and all of the regional TV stations

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