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UniCarriers

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

Task

The central task was to position the new brand in Europe as an expert for industrial trucks and to continuously increase brand awareness. In addition, the market launch of four new forklift models of the UniCarriers brand was to be accompanied on the press side throughout Europe.

Solution

The introduction of the new forklift models was combined with a journalist event, the Forklift Summit 2014 in Gothenburg. additiv pr was responsible for the entire organisation of the press. This included the invitation of relevant European trade journalists as well as the preparation of topics, statements and videos. Before and after the event, these journalists were supplied with information and press releases – if desired also in the language of their country.

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 sales and managing directors of the UniCarriers Group. Supported by this event, the new forklift brand achieved more than 160 publications in the first year of cooperation with additiv pr – 60 of them in international trade media.