Project Description
A Communication Strategy for the International Launch of Garrett Original MaxLife
For the launch of Garrett Original MaxLife, the new range of remanufactured turbochargers developed by Garrett Motion for the automotive aftermarket, Anice coordinated international press office and media relations activities. The project required centralised communication management to ensure simultaneous distribution across key European markets, while maintaining consistent messaging and accurate technical information for industry professionals.
Content Localisation for International Markets
The agency acted as the main point of contact between Garrett Motion’s global management and the different countries involved in PR activities and in securing interview opportunities with Eric Fraysse, President Global Aftermarket:
- Italy
- UK
- France
- Germany
- Spain
- Portugal
- Netherlands
- Sweden
- Finland
- Denmark
- Poland
- Hungary
- Czech Republic
- Romania
Anice managed the translation, adaptation and localisation of press materials according to the linguistic and professional requirements of each market.
- Press releases,
- press kits,
- and technical content
were developed to effectively reach
- automotive media,
- aftermarket professionals,
- parts distributors,
- and industry stakeholders.
International Media Relations for the Automotive Aftermarket
At the same time, Anice managed the international distribution of content through media pitching activities targeting leading specialist publications covering the automotive, aftermarket, spare parts, fleet and engine sectors. Media monitoring and coverage analysis made it possible to assess the results achieved across the different countries and provide Garrett Motion with a comprehensive overview of the visibility generated in the media.
A Multi-Country Project to Strengthen Brand Visibility
The project supported the global launch of Garrett Original MaxLife in the automotive aftermarket, demonstrating Anice’s ability to manage
- international communication campaigns,
- multi-country press office activities,
- and media relations programmes
for highly technical products. This approach helped strengthen the brand’s presence across international markets and reinforce its positioning among industry media and professionals.
