Over-regulation is the biggest threat to the future of the UK motor industry, according to this year’s annual issues report from the Society of Motor Manufacturers and Traders (SMMT), released November 29th 2006.
The SMMT approached markettiers4dc to deliver this and the report’s other key messages to a business audience throughout the UK.
The campaign was carried out as part of our exclusive partnership with the London Stock Exchange's Media and Business Centre and so interviews took place from the Exchange’s state- of-the-art studios in the City.
SMMT’s CEO, Christopher Macgowan, did a pre-record for Radio 4’s 05.30 business roundup and then a long and comprehensive live interview from the Exchange’s main TV studio with the BBC’s business presenter, Declan Curry, which led the 09.40 BBC News 24 business bulletin. The interview was re-purposed in bulletins later in the day.
Either side of this, Christopher did a dozen other radio interviews with key stations in the UK’s automotive industry heartlands, including Birmingham’s BRMB, BBC WM, BBC Swindon, BBC Oxford and Sunderland’s SunFM. IRN’s Money desk fed the story and soundbites to the UK’s commercial radio network.
Many of the stations introduced the interviews as “live from the London Stock Exchange”, which added a level of gravitas to the campaign.
Meanwhile, features were secured with BBC2’s Working Lunch and BBC TV News, and the BBC posted the story online which can be read here.
Over and above the coverage, the client also benefited from the opportunity to talk to key business broadcasters in the comfort of the Exchange’s “Green Room”. Not only a comfortable environment, but also a unique opportunity to canvas the opinions of key influencers.
The report entitled “Automotive Marketing 2006 – the Industry Perspective”, reflects the views of Chairmen, CEOs, MDs, Directors and senior executives from more than 100 companies, and is available to download from www.smmt.co.uk