New Holland Super Boom Road Show

New Holland Construction

Categories: Public Relations, Corporate Event Coordination

Challenge

To increase visibility for New Holland Construction and increase visibility, brand preference and sales for New Holland 200 Series skid steer loaders, compact, fast-moving and versatile machines found on almost every construction, landscaping and agriculture project across North America.

Solution

CHI worked with New Holland Construction and in partnership with its dealer communications firm to develop and support a year-long series of 34 Super Boom Road Show events and Skid Steer Challenge competitions at New Holland dealerships across the United States and Canada, culminating in the championship event held in Louisville. In order to generate maximum visibility for the New Holland brand and positive publicity for local dealerships participating in the Super Boom Road Shows, CHI coordinated establishment of a location-by-location relationship and fundraising activities with local American Red Cross and Canadian Red Cross chapters at each of the 34 dealer locations that chose to participate in the fundraising efforts. In exchange for a fundraising and volunteer-raising opportunity that provided exposure to contractors and other construction industry trade professionals, local Red Cross chapters helped to support their respective dealers’ publicity efforts.

CHI also coordinated a media event for the launch, regional publicity for each of the dealer events, a media event for the championship event in Louisville and follow-up publicity for the Super Boom Road Show finalists and champion.

Results

Ultimately, the New Holland Super Boom Road Show got thousands of customers and prospects in the seat of New Holland 200 Series skid steer and compact track loaders, as well as other New Holland equipment. Resulting publicity included television, radio, online and newspaper coverage in markets across the United States and Canada and millions of impressions in national and regional trade media that cover the construction industry. And the fundraising events at more than 34 New Holland dealer locations raised an aggregate of more than US$29,000 for the Red Cross.

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