LiuGong North America launches Tier 4 Final machines
To help LiuGong North America launch its Tier 4 Final excavators and wheel loaders in the U.S. and Canada, Mulberry planned and executed an unveiling event in San Diego, Calif. for LiuGong dealers and leading construction media.
For the event, Mulberry designed evites, product spec sheets, agendas, folders, PowerPoint templates, banners, name tags and branded merchandise. Mulberry also handled all event planning details and on-site coordination, such as hotel selection, catering, event transportation, and audio/visual to ensure that the media event, reception dinner and launch event went smoothly. Mulberry also produced post-event content, including a video capturing the excitement of the event and a photo gallery. Mulberry also conducted live social media throughout the event, and executed pre- and post-event social media plans.
To support LiuGong’s dealers, Mulberry developed 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
Journalists in attendance interacted with LiuGong executives and product managers and operated the new equipment. Through development of a press release and pitching to key publications, LiuGong received coverage in more than 20 publications, reaching more than 760,000 readers and valued at more than $35,000.