Launch of LiuGong North America’s New Equipment
Challenge
LiuGong North America sought a creative way to launch its new line of excavators and wheel loaders compliant with Tier 4 Final standards in the U.S. and Canada.
To engage both LiuGong dealers and leading construction media, Mulberry planned and executed an unveiling event in San Diego, Calif.
Strategy
To support LiuGong, Mulberry organized a launch event for the company’s dealers and industry media in San Diego Calif. Mulberry designed everything from the event invitations, banners, name tags and branded merchandise to supporting materials like product spec sheets, agendas, folders and PowerPoint templates.
Mulberry also handled all event planning details and on-site coordination, such as hotel selection, catering, event transportation and audio/visual to ensure that a media day, dealer reception dinner and dealer demo day went smoothly.
Following the event, Mulberry developed a video capturing the excitement of the launch and compiled a photo gallery.
Before, during and after the event, Mulberry also developed and distributed copy and images across LiuGong’s North American social media channels to generate excitement for the unveiling and highlight the equipment features and benefits.
Lastly, to support LiuGong’s dealers, Mulberry created a secure microsite with equipment photos, detailed brochures, images and video footage from the launch event, and other resources. Mulberry trained LiuGong staff on the content management system (CMS), allowing them to easily manage the site and add materials and features.
Results
Journalists in Attendance
10+ journalists from leading heavy equipment publications
Media Placements
Achieved coverage in more than 20 commercial construction-related publications
Reach
760,000+ online and print readers
Coverage Value
Coverage from the single event exceeded a value of $50,000+
In the Press
