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Since 1885, the privately-owned Kentucky-American
Water Company had been successfully serving customers in and
around Fayette County, Kentucky. When a German company offered
to buy Kentucky-American, the local government stepped in,
stopped the sale and proposed to take over and manage the
company itself.
The challenge for Marsteller: turn
the takeover battle into an issue that would make the public
side with the company.
The approach was two-pronged: First,
remind people what a good job Kentucky-American had been doing
for several generations of Fayette County residents while
under private ownership. Second, get people worried about
the government’s ability to manage the company and continue
providing good service at fair prices.
The advertising helped to successfully
delay the government’s takeover.
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