Hangcha Canada: Turning Business Expansion Into Industry Authority
The Challenge
Hangcha Canada was making a significant operational shift in Quebec, moving from a single-dealer model to a stronger province-wide dealer network.
The communications opportunity was to ensure this expansion was understood not simply as a distribution update, but as evidence of Hangcha Canada’s growth, market commitment and ability to better support customers across Quebec.
Marigold PR developed a targeted B2B media relations campaign to introduce the expanded network, build third-party credibility and reach both national material handling audiences and Quebec business communities.
The Strategy
Marigold developed an earned media strategy targeting more than 25 relevant industry and regional outlets.
Rather than relying on a single generic announcement, we developed customized story angles and tailored pitches for different media audiences. Outreach was supported by a press release, photography and campaign assets, with direct and ongoing follow-up with journalists and editors.
The press release was built around Hangcha Canada’s expansion, year-over-year growth indicators and the direct benefits of the new dealer structure for customers. Distribution through GlobeNewswire extended the announcement beyond traditional media relations and provided measurable data around readership, website traffic and AI citations.
The Results
The campaign generated a total audience reach of 142,477 across earned media and supporting social and e-news placements.
Campaign highlights included:
8 earned media placements, doubling the campaign target of 4+
4 additional social and e-news placements
52,974 earned media audience reach, more than double the 25,000 target
89,503 additional reach through supporting placements
100% positive media sentiment
Coverage across publications including Canadian Manufacturing, Canadian Rental Service, Inside Logistics, Material Handling Wholesaler, MRO Magazine, Magazine MCI, Forkliftaction and Flottes & Mobilité
The campaign successfully reached both national industry audiences and Quebec-based markets, giving Hangcha Canada third-party validation it could continue leveraging with dealers, customers and partners.
Beyond Earned Media
The press release became one of the campaign's biggest performance stories.
Within the initial seven-day reporting period, it generated 2,908 clicks to the Hangcha Canada website against a target of just 100 and reached 6,784 unique readers against a target of 700. It was Hangcha Canada’s strongest-performing press release to date at that reporting point.
Performance continued beyond the initial campaign window. The report's later analytics show 13,957 total views, 7,477 unique readers and 6,405 total link clicks, with an average click-through rate of 8.57%. The release also recorded 28 AI citations, demonstrating an additional layer of value beyond traditional media reach.
The Takeaway
B2B PR can turn an operational announcement into a much bigger business story.
By combining targeted earned media, strategic messaging and high-authority press release distribution, Marigold PR helped Hangcha Canada transform its Quebec dealer expansion into third-party credibility, industry visibility and measurable customer traffic.
The campaign didn't simply announce a new dealer network. It helped position Hangcha Canada as a stable, growing company investing for the long term in the Canadian market.