CLIENT SITUATION BEFORE THE BRIEF
-AAA AUTO was an average brand in Romania, with a rather weak presence in the media but with great ambitions in the commerce with used cars
-The client decided to open a new showroom in Bucharest and speculate this opportunity to improve its image on the market and to increase sales
AMI COMMUNICATIONS ASSESSMENT
-AMI Communications team has proposed a showroom opening event, to include a press conference and to present the new showroom and the plans for the future of the customer
-The client has agreed upon a list of 8 specialized magazines, 27 dailies, 7 TV stations, 2 radios and 3 media agencies, a total of 39 media outlets with national coverage
-The concept of the event was built around two ideas: (1) speculation of the local political situation (cars first registration tax) and (2) participation of the company’s General Manager
DEVELOPMENT AND ACHIEVEMENTS
-AMI Communications has planned, organized and managed the media relations for the event, held right at the customer new showroom
-A total of 27 journalists have attended the event, of which 6 specialized magazines, 9 dailies, 4 TV stations (!!!), one radio and 3 media agencies.
The event was moderated by the famous presenter of the best-known automotive show in Romania and it had both an informative but also a sheer part of entertaining character
MEDIA ACHIEVEMENT
-After the AAA Auto launching event, 20 articles were published by 14 Romanian newspapers, 2 specialized magazines, 3 national TV stations (RealitateaTV, PrimaTV and The Money Channel) broadcasted repeatedly on the main news and a national radio station (Radio Romania) chose to cover the subject. The subject was also covered extensively by the news websites and by the three most representatives media agencies (Rompres, Mediafax and NewsIn). All mentions were positive in tone and we have recorded many mentions of the company name (AAA Auto) quotes of both company’s General Manager and of the Country Manager, as well as photos from the new showroom.
During one month after the event, the prestigious “ProMotor” TV show, presented by Roxana Ciuhulescu (our moderator at the press conference) had as intros and ends sequences filmed in the new AAA Auto center.
MEDIA EVALUATION AND EVENT ROI
•Customer’s name mentions: 88
•Photos: 10
•Quotes: 18
•Ratecard Value: 54 966 EUR
Advertising Equivalency Value: 97 378 EUR
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