RAC: Motoring Report
Brief
Devise and implement a high profile launch campaign to exploit the ’RAC Report on Motoring 2006', an annual in-depth piece of research into the views of the UK’s motorists.
SolutionOur Consumer and Business Communications teams worked together to analyse the initial research findings and helped structure and draft the ensuing report. The Lexis team identified the key issues that would resonate best with media and recommended a launch theme of 'road pricing' to build on the current media debate around Government policy. We worked with the RAC public affairs team to develop a launch strategy, agree key messaging and launch the report to national broadcast, print, trade and regional media via structured briefings with the MD of RAC and other key spokespeople.
The team also identified a number of other themes and storylines (including road safety and green motoring) to be drip-fed to media throughout the year and to enable the RAC to swiftly piggy-back on reactive media opportunities.
ResultThe first phase of the campaign (Summer 2006) generated 43 pieces of coverage (so far), with a reach of over 67 million. Print and broadcast highlights have included pieces in the Times, Financial Times, Daily Telegraph, Daily Mail, and on 5 Live, Sky News, BBC News 24 and BBC Breakfast. The team continues to generate coverage around themes covered in the report including speed cameras and road pricing.