A NEW KIND OF MANUFACTURING
Toyota Motor North America
The Challenge:
Unveil Toyota’s New Global Architecture at its Georgetown, Ky., plant, along with a $1.33 billion investment.
The Plan:
Dubbed “Toyota Reborn, ” GMPR worked to develop a multi-channel outreach strategy and execute this dual investment and new way of manufacturing announcement.
This included a multimedia news release (including a Presidential quote) with photo and video production, audio news release, national satellite media tour, Associated Press exclusive, local and regional media outreach. The news release was also posted on Toyota Newsroom. GMPR worked with the Governor’s Office/Economic Development Cabinet to finalize a news release from state government with multiple elected leaders quoted.
In addition, GMPR drafted executive remarks and developed support documents such as an executive brief, fact sheet, Q&A, and media advisory, media asset content creation (videos/photos), and coordination with government affairs and state officials.
The Results:
On-site media attendance
12 media outlets on-site for media announcement from Cincinnati, Louisville, Ky., Lexington, Ky., Richmond, Ky., and Georgetown, Ky.
Dozens of local and regional earned media hits
85 clips on local/regional media, including:
Television coverage in Louisville, Lexington, Indianapolis, Cincinnati, Nashville, Birmingham, Memphis, Mobile, Knoxville, Dallas-Fort Worth, Lubbock, Texas, Evansville, Ind., Bowling Green, Ky., Paducah, Ky.
Radio coverage included Louisville, Lexington, Dallas-Fort Worth, Austin, Texas
Print coverage included Dallas Morning News, The (Louisville) Courier-Journal, Lexington Herald-Leader, Cincinnati Business Courier, The Tennessean (Nashville), The Commercial Appeal (Memphis), Louisville Business First, The Lane Report, Business Lexington
Social media buzz
Dozens of social media posts and reposts.