Global Color Collection
Objective: To demonstrate and showcase PPG Industries’ OEM automotive coatings technology leadership.
Strategy: Use annual Color Show for customers as a media platform, also target national / consumer media, in addition to trade media, to reach automotive decision-makers when they are in their consumer mode.
Challenge: To generate awareness about PPG’s leadership in coatings technology and color marketing.
Approach: Wrote and distributed color popularity / color trend news releases to targeted media; created and distributed media advisory for PPG’s color trend show; scheduled and conducted media tours / media interviews with PPG’s color experts; developed electronic and hard copy press kits; pitching of key auto reporters.
Results:
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Generated more than 195 stories in more than 55 publications, newspapers, online media, television and radio broadcasts.
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PPG executives were quoted in almost 90 percent of the total coverage.
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Garnered more than 90 million impressions – more than doubling the total circulation from the previous year and more than quadrupling the total circulation from the year before that.
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Filled all available media tour time slots and conducted additional media interviews after the completion of the show.
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Released PPG’s color popularity results several weeks prior to competitor’s results, allowing PPG to successfully pre-empt the market on color popularity and trend expertise.
