The Autogrill Group, always known as a point of reference for travellers, operates in 4 continents with about 4,000 points of sale, and thanks to partnerships with some of the leading brands in the restaurant industry, it creates successful concepts globally.
Autogrill participated in the 2021 edition of Shanghai International Franchise Expo with the aim of promoting two brands belonging to the Group: Puro Gusto and The Burger Federation.
Project
The goal of Autogrill during the event was to present the two brands to the Chinese B2B audience and attract the interest of potential franchisees. The first step to approaching the Chinese market? The creation of an Official WeChat Account, for which Digital Retex develops articles and content tailored for a B2B audience, paying particular attention to the account structure configuration. We highlight the download and form completion sections, which allowed Autogrill to pre-register and accredit approximately 750 visitors to their booth at the fair.
Online and offline communication
Starting from the definition of a structured editorial plan for the Official Account, Digital Retex provided the copywriting service in English and Chinese for the texts published on the WeChat channel and for those intended for the fair website.
The activities carried out by Digital Retex for the International Franchise Expo include online communication with the creation of banners dedicated to the event, which were then used offline for brochures, stand and event map.