In 2017, MAPRagency began working with Vaisala, a global leader in developing devices and digital solutions for environmental and industrial weather measurement. The company is based in Helsinki, Finland and has its North American headquarters in Louisville, Colo. In early 2018, we were assigned to a project to raise Vaisala’s brand awareness in lightning detection.
Vaisala has two major products in lightning detection: National Lightning Detection Network (NLDN), which measures and distinguishes between in-cloud and cloud-to-ground lightning flashes in the United States, and Global Lightning Dataset (GLD306), which provides real-time lightning data worldwide.
To accomplish the end goal, we tapped Vaisala’s resources for lightning data to pitch reporters on a regular basis throughout lightning season, which began in March. We assigned certain lightning topics to each month over a five-month period. Vaisala’s experts not only compiled the data we used to pitch, they also offered interview availability to provide context.
MAPR achieved amazing results with the help of Vaisala’s reliable data. Reporters loved seeing metrics that they could incorporate into a story. Writers published articles about lightning within national parks, international lightning activity as well as very localized lightning activity. After we began pitching a few topics, media outlets started to understand the scope of the data that Vaisala had access to. Soon, we had reporters reaching out directly to us for data to provide context on specific lighting events in their area or other coverage they were planning.