Longjiang River

{ CLIENT }
Longjiang River

{ CAMPAIGN GOALS }
TO BUILD THE FOUNDATION FOR LONGJIANG RIVER AS CATEGORY LEADER IN CHINESE HERBAL MEDICINE
A leader in respiratory health in China, the US brand launch required a fully integrated marketing plan

{ STRATEGY }
TO LAUNCH THE US BUSINESS WITH A HIGH PROFILE EVENT
Our strategy was to conduct an intensive trade campaign in 4Q 2003 leading up to an official business launch in January 2004 at the prestigious Asia Society in New York City.

{ IMPLEMENTATION }
The event at the Asia Society was attended by all the key media invited including: The New York Times, The New York Post, Forbes Small Business, Crains, CNN, Brandweek, Product Alert, Holistic Primary Care, as well as international and Asian publications.

Press Coverage from event


We then initiated an intensive PR campaign that garnered significant coverage in all categories including trade, consumer print, radio and TV. We consistently achieved our trade goal to be in one or more magazines each month. As media has a trickle down effect, we focused on big national placements including Fortune Small Business, which carried a three-page feature on Longjiang River. The publication dispatched a photographer to their facility in China for the feature piece.

We were responsible for all sales and marketing activities for the company and initiated a trade advertising campaign:

{ RESULTS }
With our efforts in coordinating sales teams and trade shows and implementing PR and advertising campaigns, Longjiang River achieved national distribution in the natural product channel in a twelve-month timeframe.