The Warranty Group Launching ‘Truck Mobility Assistance Program’ in China

The Brief

As the world’s premier global leader of warranty solutions and after sales, The Warranty Group launched a China-wide ‘Truck Mobility Assistance Program’ in GaoAn, Jiangxi, May, 2018. TWG has appointed EASTWEST public relations (EASTWEST) to leverage its brand presence and its business model and its plan for the market, and to highlight the plans for the region in GaoAn, Jiangxi, and to reach out to its target stakeholders in the market. 

Our Strategy EASTWEST PR assisted The Warranty Group Team in organizing a press briefing announcing launch of Truck Mobility Assistance Program To attract media interest, the PR team used a variety of communication tools which maximized media attention and spread the product news. This includes: 1.Prior to the event, EASTWEST PR secured a media interview for Manfred Schmoelz, Executive Vice President, Asia Pacific, The Warranty Group to leverage the profile. 2.One-to-one media interview with The Warranty Group’s spokespeople in China- Dominic Yuan, Country Head, Great China, The Warranty Group. 3.Media briefing. 4.Press release translation and distribution for GaoAn event.   5.Pitching Chinese media. 6.EASTWEST PR has conducted a half day media training session in May for the two spokespersons to consolidate TWG key messages. EASTWEST PR has proposed proof points for spokespersons to deliver at the media briefing and offered candid camera, ‘Getting noticed’, reporter insights, and interview techniques, media guidelines and messaging, re-candid camera, and final review. 7.Shorthand notes for the Chinese media.   Results:     1.Media interviews was organized with two spokespersons. 2.Translated and issued one press release announcing the launch of ‘Truck Mobility Assistance Program’. 3.Twelve coverage for the one-to-one interview. 4.Twenty-two media attendees at the press briefing. 5.More than 80 media coverage for the GaoAn event. 6.Elevated brand awareness for The Warranty Group and its solutions. 7.Raised profile of Dominic Yuan, Country Head, Greater China, The Warranty Group. and position him as a trusted advisor and thought leader in the automotive after-sales service space. 8.Effectively built relationships with key media in China. Here are top Auto media coverage from Ifeng, IAutoDaily, Sohu, Shanxi TV, JRJ, Huanqiu,Sina, Caijing, 360CheChinaCar

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