Establishing a new entity in the highly competitive aviation and logistics sectors in Greater China, showcasing how it elevates a long-standing partnership between Saudia Cargo and TAM Group from a vendor-client relationship to a strategic, future-forward strategic alliance. Effectively communicating the JV’s representation of a shared ambition and setting the path to achieving market leadership.
A targeted media outreach programme was developed with carefully coordinated participation from TAM and Saudia Cargo leadership to maximise reach and credibility via a media event held in Hong Kong. Exclusive interviews with top-tier Hong Kong media were secured, and a high-profile press conference was held. Localised press materials were developed and distributed to tier one regional media.
