TCL is a leading consumer electronics manufacturer in China. Since 1999, TCL started to enter the overseas market by acquiring the French-based Thomson brand and Alcatel’s mobile phone business. With rapid overseas business development, TCL’s corporate image and brand reputation became an important issue which could influence its market growth and sales volume in the global market.

The campaign includes overseas media communication, key influence in-depth communication, crisis management and executive profiling. By applying a strategic communicative approach, the key objectives are to build up overseas media relations; increase brand awareness; form a positive perception among key influencers as well as enhance TCL’s brand reputation.The campaign was completed with remarkable results listed below:• 42 key influencers from 6 major fields (legislative, organizations & committee, finance and strategy, brand marketing, high level press and innovative design). These have been involved in TCL’s activities and 36 KOL by-line articles were produced.• Reports released and reprinted over 600 times by the press• Increased public awareness led to product sales increase.

In-depth Communication• Compile and distribute monthly e-newsletters to KOLs that were focused on TCL’s latest development and innovation• Organizing panel discussions which involve KOL, media and TCL executives to have in-deep discussions about company strategy, industry trends, financial issues, etc.Senior executives profiling• Preparing background materials, including core information, FAQ, and background of foreign media• Pitching speaking opportunities to increase TCL media exposure.

Crisis management• Investigate TCL’s 10 key departments and foresee potential crisis management.• Set up the crisis alert system, preparing a crisis handbook to ensure the fastest response.The campaign ran according to the original plan and due to comprehensive arrangement, it achieved complete success.

• Published 36 Opinion leaders by-line articles• 600 press releases covered 200 countries including: US, Singapore, Malaysia, India and Vietnam• Right after the Asian Games, TCL’s sales volume in December showed its LCD TV increased by 47%.