A challenging industry and a unique method with multiple audiences: EscaTEQ PR case study
EscaTEQ case study info:
Client: EscaTEQ
What they do: Global provider of method-based escalator cleaning solutions
Sector: Facilities management, building services, cleaning technology
Services: Trade media relations, editorial programme, press release writing and compliance, campaign reporting.
Markets: UK and Europe
Duration: 4 months
EscaTEQ PR case study
The challenge
EscaTEQ had a strong product and a clear method behind it, the EscaTEQ Method. Very few people in its industry had heard of either. With Interclean Amsterdam 2026 approaching, the company needed the trade press to start covering it.
Nobody buys escalator maintenance technology on their own. Facilities managers, property owners, transport hub operators, building consultants and cleaning contractors all have a say, and each one reads different magazines, cares about different things and judges value differently. One story aimed at all of them would have reached none of them.
There was a second problem. EscaTEQ sells into buildings where safety rules are strict, so the company has its own manual setting out what it can say publicly and how. Every word had to stand up to scrutiny before it reached a journalist.
The approach
A three-stage campaign with one story told different ways to several different audiences, each in the language they already use.
Interclean Amsterdam 2026. A press release was written, checked against the manual and pitched to seven different trades across the UK and Europe, with a separate pitch for each rather than one email sent to everyone. This was the first push, timed for when the industry's attention was on the show.
A series of articles, one per audience. Six original articles were written, each aimed at a different reader: facilities management, property, building consultants, building operations, the cleaning trade, and transport hubs including airports, rail and hospitality. All were bylined by Willem de Roeper, VP Global Sales, the spokesperson EscaTEQ wanted front of house. Each made the case in the terms that reader cared about, whether that was cost over the life of the equipment, tenant experience, downtime or safety rules. A separate technical piece was written for readers who wanted the detail on how the system fits with maintenance software. This stage kept EscaTEQ in the trade press and built the argument for the method before the method itself was announced.
Launching the EscaTEQ Method. Once the full documentation and supporting case studies were ready, a second press release went out in two versions. One was written for engineers and vertical transportation professionals, with the technical detail that that audience expects. The other led on what the method does rather than how it works. The same announcement, pitched two ways, so neither audience got a story written for somebody else.
Each stage was built on top of thee foundations:
Claim-checking: Every performance claim was checked against the evidence behind it. Anything that couldn't be backed up was cut rather than softened, protecting EscaTEQ commercially and making the articles easier for editors to say yes to.
Rule-alignment: Every piece of copy was checked against EscaTEQ's communications manual before it went out. Approvals ran on the rules rather than on opinion, which made sign-off quicker.
Knowing what editors will print. Trade PR lives or dies on the difference between an article and an advert. EscaTEQ was coached on that difference throughout: why editors bin promotional copy, and what makes a piece worth printing. Feedback was handled the same way, so the articles stayed publishable without losing the commercial point.
The whole programme ran through a single point of contact, founder and director Ori Rosenbaum, from first interview to final report.
The results
Coverage in six trade magazines, across four different industries, all of it earned.
Trade titles
Industries
Combined audience
Estimate views
Six trade titles: TwinFM, Airports International, The Cleanzine, CHT Magazine, BFM Magazine and EE Journal
Four industries reached from one story: facilities management, airports and aviation, cleaning and maintenance, and engineering
Both versions of the launch announcement placed. BFM Magazine ran the story for a facilities management readership. EE Journal ran the engineering version, including the classification system, the operating sequence and the invitation for engineers and consultants to test the method and say where it falls short
Four separate hits from one magazine. TwinFM ran the article, put it in its 10 April newsletter to 30,000 subscribers, recorded an audio version for its YouTube channel, and its founder Laurence Allen shared it from his own account
A week on The Cleanzine's homepage from 19 March, far longer than an article usually stays visible, plus a share from editor John Austen
Seven shares across X, LinkedIn and YouTube from magazine, founder and editor accounts, reaching a combined 81,212 followers
A combined audience of 450,000 and around 15,350 article views, with an average domain authority of 44, a measure of how much weight search engines give a site. Measured across the first four placements. All of it reached readers through the magazines themselves, with no syndication sites inflating the numbers
Every piece earned. Nothing paid for
The campaign left EscaTEQ with much more of an online presence than they had before, with the key messages for each sector landing in the places that their target audiences visit.
Rob has been excellent to work with. Highly communicative, responsive and focused throughout the process. He was quick with updates and adjustments, and did a great job navigating a very challenging industry sector. It's been a pleasure working with him, and we look forward to working together again in the future – Ori Rosenbaum, Founder and Director, EscaTEQ
For advice and guidance on reaching multiple buyers all reading completely different press, get in touch with me at rob@robphillimore.com.
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