Michelin and MICHELIN guide Hong Kong Macau

Project

Headquartered in Clermont-Ferrand, France, Michelin, the world’s leading tyre manufacturer, is present in 170 countries, has 121,000 employees and operates 69 production plants in 19 different countries. Michelin is dedicated to sustainably improving the mobility of goods and people by manufacturing and marketing tyres for every type of vehicle, including airplanes, automobiles, bicycles/motorcycles, earthmovers, farm equipment, trucks and the US space shuttle. It also offers electronic mobility support services, on ViaMichelin.com, and publishes travel guides, hotel and restaurant guides, maps and road atlases.

Every year, in more than 90 countries around the world, Michelin publishes some 15 million maps, atlases, tourist guides, and restaurant and hotel guides — always with the same focus on quality. In 2008, more than one million copies of the MICHELIN guides were sold worldwide. The first bilingual edition of the MICHELIN guide Hong Kong Macau 2009 was launched in December 2008. The MICHELIN guide Hong Kong Macau is the 26th guide in the MICHELIN guide collection, and the China the 23rd country covered.

Objectives

The objective of the campaign was to build awareness of the launch of MICHELIN guide Hong Kong Macau 2009, which is the first bilingual MICHELIN guide in the world, and the first guide in China. RFA planned the strategies and undertook media outreach for the pre-launch and official launch of the MICHELIN guide Hong Kong Macau. The PR program included providing strategic input for the grand launch party, organizing press conferences, arranging and coordinating one-on-one interviews, and assisting in the MICHELIN guide marketing events in Hong Kong between August and December 2008. 

In addition, RFA coordinated with the HKSAR government, Hong Kong Tourism Board and Hong Kong Tourism Commission details for the official launch of the MICHELIN guide which included the presence of Mr John Tsang, Financial Secretary, as the officiating guest-of-honour. RFA delivered a strong media relations program, generating extensive coverage in local and international news, business, lifestyle and auto media. The debut of MICHELIN guide Hong Kong Macau 2009 received an unprecedented level of media attention with more than 250 media reports. The event became one of the top ten talk-of-the town events in Hong Kong in 2008.

Michelin and RFA will continue to explore opportunities to enhance the corporate profile of the client relating to its tyre business and the MICHELIN guide in Hong Kong.

http://www.michelin.com