The Challenge
When Taiwan Semiconductor Manufacturing Company (TSMC), the world's largest chipmaker, announced plans to build its first U.S. semiconductor facility in Phoenix, Arizona, the stakes were enormous. A $40 billion investment promising 4,500 high-tech jobs deserved celebration, but it also brought intense scrutiny.
With the U.S. Government backing domestic semiconductor manufacturing through the CHIPS Act and questions swirling about environmental impact, TSMC needed to earn a "reputational license to operate" in Phoenix, build positive community awareness, and strategically position itself nationally. They also needed to launch a national recruiting campaign to build the domestic talent pipeline required for such a massive operation.
The opportunity to make a defining first impression came in December 2022 with TSMC's "Tool-In" Ceremony, a major construction milestone and the company's first public event in the U.S. When President Biden announced he would attend just days before, the pressure doubled.
Our Approach
We planned and executed the entire event from the ground up logistics, setup, stage design, marketing, branding, photography, and videography in partnership with Events By Image. But the real challenge wasn't getting media to show up (the President ensured that). It was making sure TSMC's key messages cut through in the coverage.
Working directly with TSMC's communications team in Taiwan, we developed comprehensive messaging guides for leadership, internal and external fact sheets, media briefings, speaker scripts, and more to ensure absolute alignment.
We took an aggressive media outreach approach, beginning embargo pitching two weeks before the event and maintaining constant coordination with the White House communications team. Every detail was calibrated to position TSMC's investment as a watershed moment for American technology manufacturing.
The Results
- 1,500+ pieces of coverage in the first two days following the event
- Top-tier national media coverage emphasizing TSMC's commitment to U.S. investment
- Successful coordination of U.S. and foreign media with Presidential attendance
- TSMC's key messages prominently featured across coverage
- Established positive community awareness and national credibility
The Impact
TSMC's Tool-In Ceremony became their "welcome to America moment." Through meticulous planning, strategic messaging alignment, and aggressive media outreach, we didn't just execute an event, we launched TSMC's reputation in the United States. The result was widespread coverage that positioned the company as a transformative force in American technology and manufacturing, setting the foundation for long-term success in their new market.
