Pivoting a campaign to ensure broadcast cut through when breaking news changes the media agenda
THE CHALLENGE
Sometimes, the best laid communications plans get thrown in the air by a certain President of the United States. Our client, Opportunity London, is the public/private partnership real estate investment firm that showcases London to international investors. It wanted to use its annual Global Investment Summit at London’s Guildhall as a newspeg for CEO Jace Tryrrell to speak to international and national broadcasters about the changing sentiments among global investors.
THE PIVOT
With industry data to support his argument and a list of talking points gleaned from recent meetings with US investors we began conversations with key producers. And then the day before the summit, Donald Trump arrived in London for a state visit with a host of US tech CEOs announcing a raft of multi- billion pound investment announcements. After consultation with our client, we rapidly pivoted to offer Jace as the perfect commentator to welcome these announcements, discuss the investment sentiments behind them and discuss in practical terms what this meant for the UK economy.
RESULTS
As a result, he conducted 5 broadcast interviews in rapid succession appearing on flagship business shows with CNBC and Yahoo Finance and global news channels TRT World and AnewZ as well as business podcasts and radio shows.
