The Story
Having officially entered the China market in 2015, sports equipment and apparel brand Yonex now required a professional approach to its brand image and expanding its media presence.
Challenge
PLUS Communications engaged by Yonex was to find ways to increase awareness of the brand in the China market. Specifically this was to be achieved by developing brand recognition among media.
Mission
Tactically, Yonex’s aim was to achieve a sharp rise in media coverage. This would considerably boost efforts to build a strong brand image in the China market.
Execution by PLUS Communications
Using our PR and media relations expertise, the team provided a range of services including copywriting and management of media relationships, media interviews, media coverage and below-the-line events to increase press engagement in the brand.
The Results
Outstanding results in 2015:
- Two to three content writing and releases every month targeting over 200 media database;
- Media visits or small events bi-monthly to activate media attention and maintain relationship;
- Professional media report to catch insight of market trends and improve PR strategy;
- Total 97 media articles published during June to Dec 2015 which generated PR value RMB 4,400,000 and achieved 20 times ROI.
Outstanding results in 2016:
- Two to three content writing and releases every month targeting over 200 media database;
- Media visits or small events bi-monthly to activate media attention and maintain relationship;
- On-site media supports for sport activities monthly;
- Professional media report to catch insight of market trends and improve PR strategy;
- Total 158 media articles published during Apr to Dec 2016 which generated PR value RMB 7,000,000 and achieved 22 times ROI
The routine PR services obtained good results, including building up well connection with media and having a wide spread of coverage.
