2014 ŠKODA China Media Trip to APRC

As of Dec. 2014, 703 reports with a total ad value of RMB 3,707,181 had been generated in auto magazines, sports media and on auto online portals and vertical websites.
Print media: 5 reports, ad value: RMB 88,181
Online media: 698 reports, ad value: RMB 3,619,000
ROI ：8.63%

Case Details

In Nov. 2014, on the occasion of the final race of the Asia Pacific Rally Championship (APRC) 2014, ŠKODA invited key media from China and abroad as well students from Dalian University of Technology to watch the race, aiming to let media and students experience the performance of the ŠKODA MRF Team, communicate ŠKODA 's motorsports achievements, and enhance its brand influence.
Participants:
    Media: 8 Chinese media (9 Journalists)+ 2 European media
    Dalian University of Technology: 4 Students
    ŠKODA HQ staffs: 3 person
    ŠKODA China staffs: 2 persons
    Driver from ŠKODA MRF: 4 persons
Event highlights
    Media visit of the Skoda MRF racetrack pit
    Interaction between champion pilots and Chinese and foreign journalists
    Successful participation of two European journalists