Launching FasterFix™ Technology

The Challenge

In early 2025, Midland Steel, a leading provider of prefabricated rebar solutions, was preparing to open a cutting-edge, fully automated €16 million SMART steel fabrication facility in Portlaoise. Midland Steel needed to showcase its propriety FasterFix modular rebar technology to industry decision makers and raise government awareness about this modern method of construction. FasterFix would offer significant benefits for construction projects by reducing installation times and lowering capital costs.

They needed to showcase the SMART facility’s ability for seamless integration from 3D digital modelling to a finished product without any manual intervention, to demonstrate how it improves manufacturing capacity by 60% and to position Midland Steel as a global leader in the market. Following the launch, Midland Steel CEO, Tony Wood was travelling to the USA to sign a major international agreement to licence its FasterFix technology to the largest steel producer in the U.S. – Nucor Corporation.

Our Solution

Harte Media created and executed a strategic three-month PR and communications campaign built around four core pillars:

1. Narrative Development and Messaging

We worked with Midland Steel’s leadership to craft a clear and compelling story - combining themes of regional job creation, construction innovation, Irish manufacturing excellence, and global expansion. This messaging shaped all communications, from press releases and video content to speeches at the launch.

2. Media Engagement and Profile Building

We developed a tailored media strategy to target national, regional, and trade press.

This included:

• Securing interviews and business features in The Irish Independent, Newstalk, Business Post, Business Plus, Midlands 103, and Irish Building Magazine.
• Highlighting both the job-creation impact and the broader narrative of Ireland’s evolving construction sector.
• Managing the announcement with the Nucor Corporation in the U.S. and Ireland as a milestone for Irish enterprise on the global stage.

3. High-Profile Launch Event

Harte Media coordinated the official opening of the Portlaoise facility — secured Minister for Enterprise, Trade and Employment Peter Burke T.D. to speak at the event, which was also attended by Kevin Sherry (Interim CEO of Enterprise Ireland), and introduced by Midland Steel’s CEO and Founder Tony Woods. We managed all press materials, speeches, photography, videography, interview logistics and stakeholder communications for the day.

4. International Partnership Announcement

Following the successful launch, we helped Midland Steel reveal a landmark licensing deal with $28 billion US-based Nucor Corporation — a strategic move to bring Midland’s FasterFix™ rebar technology to the North American market. We timed the announcement to sustain media momentum and position the company as an export success story.