Client Brief
DHL, the world’s leading express and logistics company, conducted a survey that revealed an information gap amongst Malaysian SMEs about importing and exporting despite the many product options available. Seeing this demand, DHL Malaysia responded by galvanizing its entire operations to kick start Asia Pacific’s pilot project to provide customized logistics solutions aimed at helping Malaysian SMEs achieve their local and internal trade aspirations.

Thus the DHL SME Logistics Solutions was born - a suite of comprehensive need-based solutions tailored for SMEs who are exploring new markets, expanding in growing markets or establishing global presence. This is the first time that complete, end-to-end logistics solutions are communicated specifically for SMEs in a business-friendly manner and easy-to-understand context, bringing together the power of three market-leading DHL entities: DHL Express, DHL Global Forwarding and DHL Exel Supply Chain.

As the dedicated PR agency for DHL, Essence worked closely with DHL to create a PR strategy for the media launch of DHL SME Logistics Solutions, which was attended by Dato’ Seri Rafidah Aziz, Minister of International Trade and Industry Malaysia as well as representatives from key trade-facilitating agencies and associations.

Business Challenge
For Essence, the challenge lay in securing the attendance of the Minister of International Trade and Industry, especially in a ‘shaky’ time when the Malaysian Parliament was dissolved to make way for the upcoming General Elections in March, as well as ensuring media coverage to focus on the DHL SME Logistics Solutions instead of elections-related news.

Essence PR Strategy
Since the DHL SME Logistics Solutions launch was to be held less than two weeks after Chinese New Year, Essence personally hand-delivered CNY-themed cupcakes and angpau’s, courtesy of DHL, to several media to pique their curiosity as well as to enhance relationship.

An invitation to the launch was enclosed with the gifts and follow-ups on media attendance were conducted regularly.  A full-fledged press conference with key members of the DHL top management team was planned after the launch of the DHL SME Logistics Solutions as well as exclusive one-on-one interviews with Sam Leong, Country Manager of DHL Express Malaysia to be conducted after the launch with selected media.

Essence also contacted the Ministry of International Trade and Industry months ahead of the launch and liaised closely with Dato’ Seri Rafidah’s Personal Assistant on her attendance. In January, the Ministry contacted Essence on the good news that Dato’ Seri Rafidah will be present to officiate the launch of DHL SME Logistics Solutions

Results

• Essence secured the attendance of over 20 local and regional broadcast, print and online media, amassing coverage worth almost RM1million in PR value – the largest coverage of a launch ever received thus far for DHL Malaysia
• Although there were several articles focusing on elections-related news, the majority of clippings and coverage generated was fully concentrated on the DHL SME Logistics Solutions launch, with the key messages clearly communicated.
• The launch created two additional requests from media for a one-on-one interview with Sam Leong to exclusively feature the DHL SME Logistics Solutions in their esteemed publications