Thrive PR & Communications has been appointed to lead BYD’s product launch and experiential account across Australia and New Zealand, following a competitive tender.
The independent creative communications agency will oversee launch strategy for BYD and DENZA over the next 12 months, as the electric vehicle brand expands its local presence.
The remit includes activations, media relations, corporate, community and government relations, creative content and fleet management. Thrive will work with Acuity Communications Advisory, its corporate communications sister agency, which launched earlier this year with BYD as a foundational partner.
What will Thrive PR do for BYD?
Thrive PR will support an upcoming pipeline of car launches for BYD and DENZA across the ANZ market.
The appointment marks the third consecutive tender win under the unified Thrive holding umbrella. It also extends the existing relationship between BYD, Thrive and Acuity.
BYD said the partnership comes as the brand looks to build stronger connections with Australian and New Zealand customers, while DENZA expands its premium positioning.
Kate Hornstein, BYD Australia and New Zealand Chief Marketing Officer, said: “BYD’s trajectory continues to outpace the market, and our ambitions have always been about more than numbers.
“We want to build brands this region genuinely connects with. DENZA extends that mission into premium territory, and we embrace it. Two brand worlds, delivering meaningful cultural impact and real value for customers.
“Thrive is a partner that holds that standard with us, and we’re excited to continue this partnership together.”
BYD launch event
Building BYD and DENZA in ANZ
Snezna Kerekovic, Managing Director, Thrive Australia, said BYD had already shown its ability to disrupt the mass market.
“Our focus now is on building deep cultural equity for both BYD and DENZA brands,” Kerekovic said.
“We’re not just managing a standard PR pipeline, we are creating high-stakes, cultural experiences that let the product’s technology speak for itself.
“We have brought together a team of expert automotive, technology and premium brand specialists who know how to turn innovative technology into unforgettable brand experiences that drive the kind of Excess Earned Attention that genuinely moves the needle and delivers business impact.”
BYD’s Australian range includes the DOLPHIN, SEAL, SEAL 6, ATTO 1, ATTO 2, ATTO 3, SHARK 6, SEALION 5, SEALION 6, SEALION 7 and SEALION 8.