Fostering brand loyalty with a customer magazine

Manitowoc is recognized globally as one of the premier innovators and providers of crawler cranes, tower cranes, and mobile cranes for the heavy construction industry. In 2014, Manitowoc’s revenues totaled $3.9 billion, with approximately half of these revenues generated outside of the United States.


Manitowoc Cranes acquired several other crane brands in the early 2000s. These companies had roots in countries outside of the United States, and their brands had significant value inherent to their names and logos. Manitowoc needed a way to convey that all of these brands had joined to form one company, and that product design, manufacturing and aftermarket support would be improved as the company became a single entity.


SE10 created a print magazine for Manitowoc, Looking Up, that featured content from across the company’s new brands. Under one title, it was clear that the brands, and their OEM support, were a single company. Additionally, Manitowoc and SE10 launched a full-scale global PR campaign with traditional press releases, press outreach, tradeshow support and more—all across multiple languages and continents.


Looking Up magazine has now run for 15 years, and some 18,000 copies are printed in seven languages and distributed globally in print and digital. Company salespersons say the magazine is their number one sales tool. As a result of its PR campaign, Manitowoc dominates coverage in its space year after year, clearly beating its competitors, and in 2016 landed a record 19 cover stories in trade and print magazines. It enjoys long-standing, meaningful relationships with every relevant trade publication across the globe.