Auto
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“Myth and Speed” – Opening Press Conference The biggest ever Italian exhibition on automobile and motorcycle in Shanghai
Date: September 13, 2004 |
Background: The development of China automobile market attracts many world-known brands and manufacturers to China. To support Italian enterprises develop in China, Italian Trade Commission has organized a large-scale exhibition named “Myth & Speed” in occasion of the first F1 race in Shanghai China.
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Challenge: The main challenge was how to develop press information while no any background information about the Show and participating brands given, and how to attract non-local media and choose the best news angles to convey a complex communication messages.
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Solution: We link “Myth & Speed” with the coming F1 race and Chinese National Day holidays, attracting Chinese media and readers to visit the Show during the holidays. In order to obtain relevant data and information, we arranged the interviews with the head of Italian Trade Commission, Italian automobile and Fitting Association, Italian Motorcycle and Fitting Association, and develop the press information based on the interviews. In addition, we arranged professional photographer to film in the exhibition hall in advance, prepared press photos and photo captions, and distributed during the press conference.
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Achievements: The media attendance and coverage ratio are beyond expectation. About 120 journalists attended the press conference and visited the exhibition, and 150 stories were generated and collected. The feedback from media is that they had a wonderful exhibition that is full of Italian design and they appreciated the affluent press information and photos.
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