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Morgan 3 Wheeler Beijing Media Launch Event Case Study

Morgan 3 Wheeler Beijing Media Launch Event Case Study

Morgan 3 Wheeler Beijing Media Launch Event Case Study

Briefing

Malvern Morgan Cars (Beijing) Co. Limited, general dealer of British Morgan Motor Company in China market, one of the oldest privately owned automotive brand from the U.K., has imported a limited Brooklands edition 3 wheeler, which is also the 1st Morgan 3 wheeler to the China market with pre-order made by its customer from west China.

EASTWEST Public Relations was appointed to put together a media launch event in Beijing on May 7th 2014, announcing Morgan 3 wheeler is officially available for ordering via Morgan car’s Chinese dealer network. The EASTWET Public Relations team was giving a two weeks’ time to prepare the media launch event at Morgan car’s Beijing showroom, which gathered attendance from a total of 20 leading auto and lifestyle media outlets.

Morgan car 3 wheeler Beijing media launch

Morgan car 3 wheeler Beijing media launch

Strategy

EASTWEST Public Relations discussed the key message with Morgan car Bejing’s spokesperson prior to the launch, and suggested a more flexible approach to feed the story angle, Confirmation received from a total of 20 mainstream media outlets from the auto and lifestyle sectors a week of the invitation was sent out:

The scope of work included:

– Suggesting appropriate news angle for Morgan car Beijing’s spokesperson

– Drafting press release in both Chinese and English, and distributing during the event

– Preparation of press kits to be pass on to the attending reporters during the launch

– Drafting online media invitation, invited and secured 4 interviews with key industry media outlets with Morgan car Beijing’s spokesperson

– Organizing and conducting media interviews

– Managingattending media prior to, during and after the media launch with presence of EASTWEST’s bilingual consultants

– Hosting and on-site translation during the media launch for Morgan car’s Beijing spokesperson

– Live tweets of the launch via Morgan car’s Chinese social media on weibo

– Promoting after the launch event via Morgan car’s wechat

– Followed up with media and monitored ongoing coverage

Results

1 press release translated and distributed during the event

31 pieces of articles generated within two days after the media launch

44 pieces of articles in total generated a month from the launch

4 media interviews with Morgan Cars’ spokesperson were conducted during the event by the following media outlets:

-Sohu Auto

-Top Gear

-Auto Sports

-AutoHome

9 online media outlets published articles immediately on the following day of the event

5 additional coverage generated as a result of the 3 wheeler event throughout May

1 additional photo shooting inquiry received and conducted from an online auto site from the 3 wheeler event in May

Media coverage

Morgan car 3 wheeler Beijing media coverage

Morgan car 3 wheeler Beijing media coverage

 

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