Context

Contexto:
The Monterrey-based company with presence throughout the Americas, formerly known as Marcatel, required a branding and communication strategy to announce the consolidation of the group with the name of Vívaro as a brand that unifies the 8 divisions that today comprise it.

Goal:
Connect Vívaro with media through editorial content of value and 1:1 approaches with media of national scope and specialized in the industries of interest. 

Actions Taken:

  • Press releases
  • Media training for specialized spokespersons
  • 1:1 interviews with spokespersons
  • Media event
  • Exclusive content for specialized industries

Results

Results:  
Throughout 13 months, the company obtained 189 media releases, being 80% in AAA media, in addition to generating 43 interview spaces for its various spokespersons, generating:

+67 million impacts
+7.5 million pesos in EVP.