REGIONAL PRESENCE
Thermo King, a prominent name in temperature control solutions for transportation, aimed to enhance its foothold in Latin America. The increasing demand for sustainable and efficient refrigerated transport solutions presented a significant opportunity for regional growth. The objective was to broaden Thermo King’s influence in Mexico, Argentina, Chile, Colombia, Panama, and Peru while bolstering brand credibility and strengthening relationships with customers, partners, and the broader industry. To achieve this, an enhanced public relations strategy was implemented, merging traditional methods with digital marketing approaches.
Engaging narratives were crafted to highlight Thermo King’s leadership in sustainability and its effects on the cold chain, which were strategically amplified through collaborations with specialized media in logistics, food, and technology. Additionally, social media played a pivotal role in generating excitement and encouraging digital word of mouth (eWOM), fostering a vibrant and connected online community.
As a result, the campaign garnered significant media attention throughout the region, successfully boosting visibility in key markets such as Panama and Peru. Thermo King saw an increase in audience engagement that reinforced its digital presence and improved positive brand perception. This impact not only solidified its industry leadership but also highlighted its dedication to innovation and sustainability, enhancing its visibility across Latin America.