Infrastructure works are a widely covered topic in the Romanian media, with road building projects looking to ease traffic and support the transportation industry. When OMV – an Action Romania client – and its developer partner, Pa & Co announced the local use of a high-spec technology compound called polymer modified bitumen (PmB), a 21^st century solution for road construction, Action Romania was there to ensure maximum exposure.  OMV PmB is widely used internationally with significant impact on road durability and this is the first time it was used in Romania on a large scale. Romanian media got a first-hand impression of the qualities of the product during a special event in which representatives from the two companies gave an overview of the product and demonstrated its benefits. The event proved that, through PR, even a product that is not considered ‘appealing’ can get headlines. And a first-hand experience will always be more informative and interesting for media than a traditional press release.