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.
The Brief
Autogrill’s objective during the event is to present the two brands to the Chinese B2B audience and attract the interest of potential franchisees. The first step to approach the Chinese market? The creation of a WeChat Official Account, for which Digital Retex produced articles and texts dedicated to a B2B audience, paying particular attention to the configuration of the Account structure. In particular, we highlight the download and form filling sections, which allowed Autogrill to register in advance and accredit around 750 visitors to the fair stand.
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.