Shaping Brand Experience and Media Engagement for a Global Motorcycle Brand in China

Supported the rollout of a national riding academy program across four cities in China, working closely with local dealerships and trade media.

The challenge was not awareness, but how the brand was experienced in a meaningful way within a local context. The program needed to remain true to the brand’s identity while being accessible and engaging across different markets.

As project manager, I led a small team to design and deliver the program end to end.

The work focused on translating brand intent into a consistent and immersive experience.

This included:

• shaping how the riding academy experience was presented across multiple locations
• developing press materials, including press releases and media kits
• identifying and inviting relevant trade media
• designing and facilitating media roundtables
• coordinating on site media engagement and experience

A key element of the program was direct participation. Media were invited not only to observe, but to take part in a full day of riding instruction with certified instructors, including on road experience.

This allowed the brand to be understood through experience, rather than description alone.

This resulted in:

• strong participation from trade media across multiple cities
• published coverage based on first hand experience
• deeper understanding of the brand’s riding culture and training philosophy
• a more consistent and immersive brand experience across locations