It’s A Volvo!

Volvo Construction Equipment

Objective: Introduce the first generation of “all Volvo” motor graders to trade writers and editors of construction equipment publications.

Strategy: Supplement the public launch of the G900 Series with a comprehensive package of sales literature, feature editorials and technical details of the complete family of graders.

Solution: “It’s A Volvo” news media package.

Results/Commentary: The customized G900 distribution case contained a library of printed documents, photos, sales literature and CDs containing complete files of the contents

PICA AwardThe G900 launch was reported by all leading North American and international trade publications. The grader factory in Goderich, Ontario was successful in attracting editors and publishers to its site for personal demonstrations of the machines, leading to especially insightful and original commentary. Editorial coverage picked up on the key themes presented in the media kit, including the first all-Volvo power train and the industry’s only 11-speed. Stories based on “Voice of the Customer” reactions to pre-production demonstrations were also published, helping the Volvo Graders to gain recognition as a top-tier contractors’ machine that had earned its place in the Volvo fleet.

This project was named as a PICA award winner by the Association of Equipment Manufacturers in the “Press Kits over 50 million” category.