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To learn more about our work and the results we've achieved with our clients, we've provided a selection of recent projects in various industries. Fun in the Fast Lane: CarolinaPR Helps DaimlerChrysler Introduce New Bus Introducing a new coach at the only national motorcoach trade show of the year is hardly novel. However, with the launch of DaimlerChrysler Commercial Buses' new coach, we let entertainment and speed make a big impression by leveraging the company's sponsorship of Petty Enterprises. Customers, prospects and trade media were invited to "Take a Ride in the Fast Lane" at the Richard Petty Driving Experience the day before the show with personalized invitations. They were treated to luxury travel to Atlanta Motor Speedway, a media briefing and a ride around the track at speed in excess of 150 mph. At the show, sounds of revving engines and squealing tires signaled the arrival of NASCAR legend "The King" Richard Petty, who introduced the new coach and signed autographs. Media received one-on-one meetings and tours of the coach, which featured a racing-themed paint scheme, and an autographed picture of Petty and the coach. The introduction of the coach and its complementary ad campaign featuring Petty, also created by CarolinaPR, were big winners in this crowd. Sustained Excitement: Introducing an Unconventional School Bus When Thomas Built Buses decided to develop a new, radically different "conventional" school bus, the school bus industry leader chose Carolina Public Relations/Marketing, Inc., to introduce the bus to national school transportation leaders. While we knew the bus would get a lot of attention for its new "unconventional" look, our challenge was to get potential buyers to see beyond the pretty yellow face. Prior to the introduction at the annual national trade show, anticipation was already high with the placement of teaser ads, chat room talk on the Internet, and focus groups with customers, technicians and drivers. We invited state school transportation directors (Thomas's most influential customers) and trade media to an elegant dinner before the opening of the show and suggested more than just a good meal. The build-up brought exceptional attendance to the dinner, which featured a brief speech by the company's president, the unveiling, and inspection of the bus. Employees were on hand to answer questions as guests examined the bus inside and out. At the show, music and lights focused attention before the president addressed the crowd and revealed the bus. It was elevated on a platform with lighted risers that produced a clear view through the crowd and created a grand entrance into the bus for tours. More interviews took place with the media for post-show coverage. We focused on the benefits of the new technology and attendees received bus-shaped lunch boxes, metal bus models and t-shirts shrink-wrapped into the shape of the bus. Pre-released information and interviews were published in the trade publications distributed at the show along with product ads directing attendees to the booth. Leading the Way on the Highway and in the Workplace Carolina PR provided comprehensive internal and external corporate communications to Freightliner LLC (now DaimlerChrysler Trucks North America) and its North American subsidiaries. |
Copyright 2010, Carolina Public Relations / Marketing, Inc.