Q: How do we create media interest in a brand with a low profile?
Tie the key messages for a product roadshow to a much bigger story
- Identify the most outstanding features of the commercial helicopter (Bell 429) that would be used during the roadshow in Hong Kong and Zhuhai in China
- Outline areas of interests of the helicopter’s key customer groups
- Review recent market developments that will affect the helicopter industry in the region (in this case, it was the lifting of restrictions on low altitude flights in Mainland China - this news was covered in the Chinese aviation media but was not yet picked up in the mainstream business media)
- Analyse and benchmark against competitor's messages
- Identify areas in which the brand can make a strong statement that is aligned with market changes
- Stay away from potentially contentious issues (such as a recent incident where a competitor helicopter plunged into Victoria Harbour in Hong Kong the previous month)
- Shortlist and invite a group of broadcast media seen to have a broader reach and considered a credible source to the target customers
- Develop the company's key messages and identify a list of possible questions from the media
- Research and provide market data on China’s civil aviation industry
- Provide a thorough media kit with useful information (such as a market overview, industry data and forecasts, list of well-known customers, helicopter specifications, how helicopters are used, comparisons with other markets, product specifications etc.)
- Provide media training to the spokespersons, pilots and staff involved in the roadshow
- Provide event management to ensure scheduling and logistics for the roadshow run smoothly, even providing an onsite photographer to fully capture photo opportunities
Results: At least 50% more media mentions than other roadshows
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