Hangcha Canada Enters Ontario: PR Campaign Sees a Reach of 12 Million

Challenge

Incorporated in 2019, Hangcha Canada is a wholly-owned subsidiary of the esteemed Hangcha Group, combining global expertise with a deep understanding of the Canadian market to deliver top-quality products and exceptional service. Setting its sights on a new phase of growth and market dominance in Canada, Hangcha Canada added a third warehouse to the country and the first in Ontario—a 30,000 sq ft warehouse in Mississauga. Hangcha Canada approached Marigold to generate increased brand awareness in Ontario and Canada ahead of its opening on October 3, 2023, through PR initiatives.

Solution

The campaign’s objective was to secure 5 pieces of earned media coverage in relevant publications, with additional measures of success and KPIs tied to key message and website inclusion, the press release, and onsite media. Marigold’s strategy involved crafting a compelling narrative that highlighted Hangcha Canada as a Canadian construction company with global expertise through a variety of PR materials including a press release and personalized pitches, as well as media training for key company contacts. Marigold issued a press release on the grand opening of the Mississauga warehouse on September 6, 2023, and conducted targeted outreach to 85+ media contacts at trade, business, and local publications. 

Results

Marigold’s PR efforts resulted in 11 pieces of earned media coverage, both digital and print, in industry-leading trades and traditional business publications. Sources included Daily Commercial News, On-Site, ForkliftAction, Authority Magazine, Material Handling Wholesaler, Manufacturing in Focus Magazine (due for publication in December 2023), and more. The total potential reach of all earned coverage was a remarkable 12,078,961. 

The release proved to be vital for the campaign’s success, securing 613 full-text placements with notable pick-up in Yahoo Finance, Benzinga, The Canadian Business Journal, National Post, Toronto Sun, and Financial Post. The press release also achieved a high click-through rate (CTR) of 4.7%, well above the industry standard of 2.6%.

Marigold also welcomed a media representative from Equipment Journal onsite at the Mississauga grand opening. The event’s success was captured through video and photos and shared in both Equipment Journal’s digital issue and on the website.  

Through meticulous planning and strategic execution, the campaign for Hangcha Canada was successful in increasing brand awareness in both Ontario and Canada through a variety of PR initiatives. Marigold achieved all campaign objectives and KPIs, leveraging its extensive network of media contacts and Hangcha Canada’s PR materials to secure positive coverage and increase visibility among the company’s target audience.

Find out how leveraging PR campaigns can make all the difference for heavy equipment companies in our blog post “Crafting Memorable PR Campaigns for Equipment Company Milestones”.

Marigold works with clients across the globe to amplify their publicity, elevate their profile, and maximize impact. To learn more email info@marigoldpr.com.