Solution
- Establishing the media communications direction and messaging framework for Taco Bell under KFC Korea operations
- Developing core PR messages aimed at improving media understanding, timed to align with the brand introduction
- Launching official media communications and aligning brand perception centered on the opening of the first ‘The Gangnam’
- Spreading the Taco Bell brand story through distribution and food/beverage media contacts at major outlets
- Building a foundation for positive brand perception through stable media exposure management
Results
- Continuous generation of Taco Bell-related press coverage in major media, forming a positive brand image
- The Gangnam opening press conference exceeded journalist attendance KPI and secured numerous positive articles
- Favorable on-site media response received through the press conference and follow-up communications
- Improved media understanding of the brand and communication messages
- Delivering stable and successful early PR results in the market launch phase of Taco Bell operated by KFC Korea
