Hitachi Construction Machinery Loaders America (HCMA) wanted to connect with key industry editors at CONEXPO-CON/AGG 2020 to earn media placements featuring its newest equipment. To generate excitement around their new model line of wheel loaders and their ConSite telematics system, which closely monitors machines’ operating statuses and allows remote product experts to address issues (the Response Team), Lessing-Flynn helped arrange for VIP “rapid response” helicopter tours for editors during the show. We designed a high-impact direct mail piece, which included HCMA-branded swag and phone lens attachments to capture stunning images from the helicopter! We then sent personal follow ups to priority editors, encouraging them to schedule a meeting with HCMA product experts in the booth. The promo succeeded with flying colors: we exceeded our editor participation goal by 40% — totaling 14 VIP visits to the booth.

Services

• Trade show marketing
• Media relations
• Copywriting and editing