TOMRA
FROM RECYCLING EXPERT TO CIRCULARITY THOUGHT LEADER
TOMRA has spent 50 years helping the world waste less.
Now it was time for the world to hear about it.
THE CHALLENGE
TOMRA is transforming how the world uses and reuses the planet’s resources to enable a world without waste. But despite its leading market position, best-in-class technology and more than 50 years of experience, awareness of the business remained largely limited to Norway and specialist trade media.
Our brief was to build TOMRA’s corporate reputation beyond its established audiences, make a complex and varied business easier to understand and secure greater visibility in global Tier 1 media.
THE APPROACH
Move the conversation from what TOMRA’s technology does to the bigger resource challenges it can help solve.
We began by getting under the skin of the business. Through conversations with senior leaders, site visits, a review of existing messaging and detailed media mapping, we identified the expertise, stories and points of view with the greatest potential to travel beyond the trade press.
We used that insight to simplify and unify TOMRA’s corporate story, define the subjects the business could credibly lead and prepare its spokespeople to communicate them clearly. At the same time, we began building visibility through introductory journalist meetings and the strongest immediate moments in the corporate calendar.
That initial work now powers an ongoing retained corporate communications programme. Quarterly planning brings together company news, financial results, policy developments and expert insight. An always-on press office then turns those opportunities into proactive stories, commentary, interviews, briefings and bylined articles, while maintaining the journalist relationships needed to build recognition over time.
THE IMPACT
TOMRA is no longer only appearing in the media when it has a product or technology to announce. Its leaders and experts are contributing to wider conversations about circularity, regulation, recycling infrastructure and the practical steps needed to turn environmental ambition into delivery.
By connecting TOMRA’s news and expertise to the wider media agenda, the programme has secured coverage in the Financial Times, BBC World News, Forbes, CNBC and POLITICO. Sustained engagement has also created new relationships with priority journalists at Reuters and Bloomberg, giving the retained programme a stronger platform for future corporate and financial stories
200M+
total reach
460%
total annual reach KPI achieved by Q3 2026
100%
of key messaging landed within 95% of coverage in 2026
100%+
of T1 KPI achieved in 2025