23rd May 2019. Hong Kong. Porsche China Motors has appointed Ruder Finn for the PR retainer for Hong Kong after a pitch involving local and international agencies. This is the first time Porsche China has awarded a retainer contract to an agency for the Hong Kong market. The scope of work includes corporate communications, integrated media communications, media workshops and dealers’ event support, for all model lines and motorsports. Porsche China will also tap into Ruder Finn Asia’s social media expertise and integrated capabilities.
Porsche is one of the most recognised and popular car brands in the world, both for its luxury and its racing sports profile. Luxury car consumers in Hong Kong are very sophisticated and highly educated with relatively short product interest cycles, and low brand loyalty. The rapid change in the media landscape and social media trends has seen fierce competition to engage the target audience with new offerings. Ruder Finn has worked with Porsche in China on social media, reputation management, and training projects. The Porsche win in Hong Kong has further expanded Ruder Finn’s automotive practice to Greater China. With the Hong Kong retainer win, Ruder Finn will continue to enhance the brand as well as launching the widely anticipated first Porsche BEV series production sports car.
Mr. Paul Yang, SVP and General Manager of Ruder Finn Hong Kong, who also oversees the agency’s China Automotive Practice: “We have been seeing how the automotive industry has evolved and how brands are stepping up innovations to cater consumers’ needs today and tomorrow. I really applaud how Porsche is in tune with their customers’ sentiment and expectations. These are exciting times and Porsche is certainly an exciting brand with legendary pioneering spirit and a clear future outlook.”
Ms. JoJo Tang, Vice President, Public Relations and Press for Porsche (China) Motors: “We chose Ruder Finn because they bring long-term experience and in-depth market comprehension. We have been impressed by both the quality of their service as well as their creativity and look forward to working with the team in a very competitive market like Hong Kong.”
Ruder Finn has more than 20 years’ experience in the automotive sector which includes clients from all market segments, from local to international imports, from mass transportation to premium cars, from spare parts manufacturers to large-scale motorsports events.