Project Description
Media Relations for an Automotive Product Launch
The launch of the new PETRONAS Syntium range was one of PETRONAS Lubricants International’s key international communication activities in 2026. The One Beat, Unleash Our Energy event, held in Naples on 11 February 2026, brought together journalists, stakeholders and automotive industry representatives from across the EMEA region to introduce the evolution of the PETRONAS Syntium engine oil range, developed to meet the needs of modern mobility and the latest engine technologies.
Press Office Activities and Management Interviews
For the Italian market, Anice coordinated press office and media relations activities, engaging leading automotive, aftermarket, transport and business publications. The agency managed media relations before, during and after the event, arranging one-to-one interviews and video interviews with Giuseppe Pedretti, Regional Managing Director EMEA, and Samantha Burello, Head of Regional Marketing, Commercial Excellence and Customer Service EMEA.
Visibility Across Automotive and Aftermarket Media
The interviews with PETRONAS management gave Italian journalists the opportunity to gain deeper insights into the positioning of the new PETRONAS Syntium range, the role of research and development in product formulation, and the trends transforming the automotive lubricants and vehicle maintenance markets.
The initiative generated strong editorial coverage across leading Italian industry media, helping increase the visibility of the launch and strengthen PETRONAS Syntium’s presence in the conversation around mobility, the aftermarket and technological innovation.
