GENERAC
POSITIONING GENERAC AT THE CENTER OF THE DATA CENTER BOOM
THE ASK
Anchored to the debut of Generac’s new lineup of high‑capacity large megawatt data center generators at Data Center World, the team crafted a launch that broke through a hyper‑crowded news cycle and positioned Generac as an essential solution to the industry’s growing energy challenges.
The goal: successfully launch Generac into the data center space, secure immediate national, business, and trade validation, and build a foundation for sustained momentum throughout 2025 as the narrative around “power becoming the next arms race” accelerated.
our RESPONSE
Allison’s challenge was clear: turn a B2B product launch into a mainstream business‑tech story and reposition Generac from a home standby generator manufacturer to a strategic energy partner for hyperscale, colocation, enterprise, and edge operators.. The approach began with a tightly choreographed 10‑week runway leading into Data Center World.
The team developed a multi‑pronged plan: press materials, messaging development, Q&A, embargoed interviews, social content curation and on‑site media staffing - to ensure that Generac’s news hit with authority on launch day.
To maximize impact, Allison continued to leverage Generac’s CEO strategically throughout the year tied to key moments in time for the company such as earnings news cycles, new plant openings and by tapping into the ongoing power and data center conversation to ensure the CEO had a seat at the table for key top tier business broadcast shows. It also leveraged the company’s Commercial and Industrial executives to find opportunities to uplevel them as thought leaders throughout the year.
the RESULTS
20+
Media placements for launch across top tier and trade publications
107M+
Unique views tied to the initial launch
4
Broadcast segments in top tier business publications including Bloomberg, CNBC and Yahoo! Finance
5
