Having helped advise on the strategy and location, we undertook an intensive national and international media relations sellin across TV, radio and online. At the same time we worked closely with the company's comms managers around the world to schedule the interviews they were setting up, so ensuring their key local media could also cover the story.
Utilising Rolls-Royce’s flagship dealership in Mayfair, the preview day saw CNBC and Bloomberg pre-record interviews with CEO Torsten Müller-Ötvös for playout early the following morning, while interviews with Reuters TV, telegraph.tv and the Press Association’s broadcast arm ensured story distribution to their hundreds of online news outlets as soon as the 00:01 embargo passed.
Additionally, we filmed at the dealership, editing B-Roll and an cut package on site that was e-mailed immediately to TV stations and websites.
We brought in a satellite truck for live TV interviews on the results day itself. CNN, BBC News, CNBC e-Turkey, German Broadcaster n-tv, Italy's RAI and Sky News Arabia all took this option for interviewing the CEO, as did Bloomberg USA, Fox News and Canada’s Business News Network – three key targets to promote news of dealerships in North America's record breaking year.
But this was only part of the story: early morning, in-studio interviews at the BBC's New Broadcasting House on Radio 4's Today programme business slot, Radio 5 Live's Wake Up To Money and on both World TV & World Service Radio's flagship business programmes kicked off blanket coverage across the BBC. Sky News filmed their flagship business programme anchor, Ian King, driving a Phantom prior to his live interview with the CEO. And finally, ITV News interviewed the CEO being driven around Berkeley Square for News at Ten.
In total, markettiers4dc set-up 22 national and international broadcast interviews for the CEO over two days and co-ordinated a further 30 more press and print interviews for the regional comms managers. Many more outlets covered the story using the B-Roll or cut news package.
In all, a record level of coverage for Rolls-Royce's record-breaking year.