Brand launch

LAUNCH OF SERVICE STATION BRAND

BACKGROUND

The gas station industry was opened to private operators and CarralSierra supported the launch of a new brand in the Mexican market.

Access to different gas station names was a groundbreaking event for Mexican consumers, which required critical positioning efforts.
Being a newly created brand, we developed every component of the communication strategy, and trained the client to introduce the brand in a critical market for the Mexican economy.
The presentation also implied the management of visibility and relevance of the shareholders, who are key players in the sector both locally and internationally.

Creation and enforcement of a communications plan and strategy, including a key message platform and media training for spokespersons.
Planning of launch event, in house support, and follow up.
Media relations strategy.
Identification and selection of media outlets and best ways to approach them.
Interviews arranged before the launch event for the CEO and Chairman of the Board with the most popular media outlets.

Draft and distribution of the press release to general outlets, and energy and business press.
Interviews for radio, TV, and digital media on the day of the event.
Interviews after the event with local and international specialized and business outlets.
Coordination with the press offices of regulators and public sector.
Continued advisory and consulting.

14 interviews in top TV and radio shows.
100+ publications in local and international, general, energy, and business outlets.
The launch event was attended by federal and state ministers, local and national authorities, regulators, and an important number of journalists.

The brand was welcomed by consumers and became popular immediately, and we have been reinforcing its position since then, as it is today one of the top brands in the industry.
Ongoing advisory to adapt the company’s communication to the regulatory changes in the sector and to preserve the brand’s reputation and client fidelity.

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