China Mist Tea Company, headquartered in Scottsdale, Arizona, is the premiere supplier of fine iced and hot teas for the foodservice industry.
In 2000, when China Mist created Green Star®, the first iced green tea line for the foodservice industry, the company turned to GCJPR to handle public relations activities for the launch. GCJPR worked with China Mist to design a media relations plan that would maximize the buzz surrounding the introduction of this new product line. The Western Foodservice and Hospitality Expo in San Francisco was selected as the ideal venue for the media launch.
GCJPR took a personal approach, identifying key media who would be attending the Expo and sending them fun postcards with targeted information about the new line and press conference details in advance. Then, GCJPR sent out press kits highlighting all aspects of the new line. GCJPR staged a press conference at the Expo to make the announcement and speak with key company executives. For media not attending the Expo, GCJPR released the announcement to all foodservice trade publications.
GCJPR also designed a secondary launch event to announce the debut of the Green Star® line in Phoenix, where China Mist is headquartered. Capitalizing on the health benefits of the Green Star line, GCJPR organized an early morning event at the world-renowned Biltmore Resort & Spa. Here, spa patrons were invited to sample Green Star iced tea along with a light breakfast, while a certified fitness instructor got heart rates up with a poolside aerobics class.
In recent years, GCJPR has continued to support China Mist public relations activities, including the launch of its retail distribution network, and its formation of Mokarabia-USA, which has the exclusive rights to import and wholesale Italy’s popular coffee brand, Mokarabia, in the United States. GCJPR’s media relations efforts, coupled with our implementation of product sampling events, have resulted in prominent placements in national and local publications including the Arizona Republic, Arizona Business Journal, BizAZ magazine and numerous national trade publications.