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UniCarriers

The UniCarriers Group, an international developer and manufacturer of industrial trucks, was created in 2011 from the mergers of the brands Nissan Forklift, TCM, and Atlet. The group has its headquarters in Tokyo and maintains production sites in Japan, China, Sweden, Spain, and the USA.

Task

The main task was to position the new brand in Europe as an expert for industrial trucks and to consistently raise the awareness for the brand. Moreover, press work for the market launch of four new UniCarrier brand truck models was to be supported throughout Europe.

Solution

Launch of the new truck models was linked to an event for journalists, the Forklift Summit 2014 in Gothenburg. additiv pr was responsible for press-related organization. This included invitations to all relevant European trade journalists as well as preparing the content of topics, statements and videos. Before and after the event, the journalists were constantly provided with information and press releases - on request, also in the target language of their countries.

Result

The Forklift Summit was a complete success: 38 European trade journalists - all representatives of selected A media - visited the press event in Gothenburg and conducted personal interviews with the 17 UniCarriers Group sales and managing directors present. Thanks to the support this event provided, the new forklift brand was mentioned in over 160 publications, 60 of them in international trade media, during the first year of the cooperation with additiv pr.