image CAR Management image Eaton Automotive

WABCO

Case Study – Media Relations Campaign
Case Study | WABCO MATS | The Millerschin Group

Summary

The Millerschin Group helped build awareness and familiarity with WABCO’s heavy duty truck business in North American by conducting a comprehensive, strategic media relations campaign during a major industry trade show.

Results

  • 49 journalists attended the press seminar
  • All key heavy-duty truck publications attended
  • Three interviews were conducted on-site
  • 27 articles (print and online) appeared in the top 10 key publications
  • Coverage generated in the key publications showed WABCO achieving over $150,000 in total dollar value
  • Total readership of these articles is estimated at over 1.7 million

Project

For the second year in a row, TMG managed media relations activities for WABCO at the Mid-America Trucking Show (MATS).

Tactics

  • Arrange for and conduct a joint press seminar with Meritor WABCO on ESCsmart at the show
  • Prepare and distribute five news releases
  • Conduct comprehensive media training sessions over two days to assist executives with messaging and media interviews
  • Prepare comprehensive Briefing Book for executives containing all pertinent information concerning the press seminar
  • Counsel and edit the preparation of a Question and Answer document
  • Arrange for and participate in interviews during the show
  • Follow-up with reporters after the show to determine plans for coverage
  • Track and report on media coverage