Bucharest, 8th of October, 2009

“Full Sail” by Lowe PR and AEG by Electrolux

     [ photo gallery ]

The AEG brand by Electrolux was the sponsor of Lucian Mandruta’s yachting crew and the official partner of the Romanian Regatta 2009



Through this project implemented by Lowe PR, the AEG brand was present all along the important moments of the Romanian Regatta, from the Skippers Briefing and the competition, to the award-granting festivity and the following party.
Carmen Georgescu, Marketing and Communication Manager at Elextrolux Romania handed in the Overall prize to the Magic Time team.

“Talking about an exclusive brand, the AEG communication is slightly atypical. Every year, we find ourselves facing the challenge of creating new relevant associations both message wise and target wise. Last year, we sponsored the SoNoRo Festival. This year, we focused on yachting competitions. AEG by Electrolux is a premium brand, and the association with the Romanian yachting perfectly matched with the values of the brand – Perfect in Form und Funktion. We are glad we could support Lucian Mandruta’s crew at the Romanian Regatta”, states Monica Botez, PR Director Lowe PR.

In order to obtain maximum visibility for the AEG brand and products, the agency chose to exhibit them in the meeting point of the contestants – The Pirates’ Tavern all along the competition.

“I’m very happy to collaborate with AEG by Electrolux and I am thankful for their support all along the competition. I feel this partnership is built on common values: I own a sailing ship that doesn’t pollute, and AEG conceives homes devices that don’t pollute phonically. Together we prove performance is possible in conditions that respect the environment.” adds journalist Lucian Mandruta.


In 2008, Lowe PR supported the association between the AEG brand and the SoNoRo Room International Music Festival Music through the sponsorship of the festival – which was held at the Auditorium Room of the Romanian National Arts’ Museum. On November 11th 2008, over 400 guests enjoyed a concert delivered by the young talents of the Romanian camera music.

“AEG by Electrolux is a very well-known and appreciated brand ever since the inter-war period. For a few years, the brand is communicated again to the Romanian consumers. The AEG home appliances are renowned for their top technical performances and perfectly match in every home”, says Carmen Georgescu, Marketing & Communications Manager, Electrolux Romania.

The Lowe PR team involved in the project is formed of Monica Botez – PR Director, Diana Grigorescu – PR Manager, Raluca Munteanu – PR Executive (Lowe PR) and Carmen Grigorescu – Marketing & Communication Manager Electrolux.

Perfect in Form und Funktion
Throughout history, the AEG brand became an important part of the German industrial culture, spreading globally. 2 years after its foundation in 1189, the company revolutionizes the home appliances’ market during an exhibition in Berlin, where Electrolux presented water boilers, irons, and the egg boilers. Later on, other successes followed: “Dandy” and “Vampyr”, fridges, vacuum cleaners, electric cooking machines, heating systems and washing machines – devices that changed domestic life forever. AEG developed its technological profile becoming a trademark in terms of innovation, a reference milestone in terms of quality standards and a premium brand. It’s no surprise that the AEG target is represented by clients with over-medium incomes and exclusivist hobbies.