Launch of LiuGong North America's New Equipment


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.


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.


Journalists in

10+ journalists from leading
heavy equipment publications

Media Placements

Achieved coverage in more
than 20 commercial
related publications


760,000+ online and
print readers

Coverage Value

Coverage from the single event
exceeded a value of $50,000+

In the Press