Siemens Mobility Campaign to Announce North America’s First True High-Speed Rail Production Facility

Target Audience: Our target audience for this project included government stakeholders, potential job seekers, current employees, the local Horseheads community, our suppliers, current and future customers, competitors, and media. The event aimed to engage rail industry stakeholders and highlight the economic and workforce benefits of the new facility.

Strategy Objective:With this campaign we wanted to ensure the Horseheads investment announcement and Siemens Mobility were successfully promoted both internally and externally. Our team created a 360-degree Communication plan to ensure our goals were reached, including an event, external and internal communications. Our announcement event in Horseheads included federal government officials and stakeholders, local Horseheads city officials, local rail customers and media. In addition to inviting these stakeholders, we created a new web page, a press release, and a robust social media campaign that included videos, sliders, and numerous accounts. Our internal communications included an article on our internal news site, features in internal newsletters, and employee emails from leadership.

Situation Challenge: Siemens Mobility has been manufacturing in the U.S. for more than 30 years and the announcement that we will build North America's first true high-speed rail production facility marks a significant milestone for the business and country. In Horseheads, NY, Siemens Mobility decided to build a state-of-the-art 300,000-square-foot facility as the heart of our high-speed operations. The facility is dedicated to producing the American Pioneer 220 trainsets and will create 300 jobs in this historic industry town. This project and subsequent campaign were crucial for addressing the urgent need for high-speed rail infrastructure in the United States, promoting sustainable transportation solutions, and showcasing Siemens Mobility's commitment to innovation and workforce development.

Results Impact: The announcement of the Horseheads facility increased public awareness of Siemens Mobility and our workforce development investment. The event had 67 placements in local and international outlets. In one week, we reached 4,168,371 people and had 12,617 engagements through 47 social posts across 4 platforms, on 14 accounts. Keywords "Siemens AND highspeed" and "Siemens AND horseheads" achieved nearly 18 million social media reach and over 883 million media reach. The press page had 2,411 views with 270 media kit downloads, and our internal article had over 1,000 views with 60% employee engagement showing strong interest.

Why Submit: With our Horseheads facility set to spearhead the Brightline West High-Speed project, Siemens Mobility North America will transform the future of rail in America. A historic moment for our business, government, and industry, this new facility will transform travel for passengers across the continent, producing modern, efficient, and environmentally friendly high-speed trains, which run up to 220 miles per hour. The choice to manufacture in Horseheads—a town in the Southern Tier of New York with a deep industrial heritage and a highly skilled workforce—reflects our commitment to both local impact and industry excellence. The $60 million investment will bring substantial economic benefits to the region, creating 300 jobs and bolstering our presence on the East Coast.