Nissan hired markettiers4dc in 2009 to promote their position as the UK’s number one producer and exporter of cars. At a time when closures threatened some the UK’s most established production plants (in the automotive industry and beyond), Nissan’s success was noteworthy. Bred from a commitment to using their Sunderland factory to produce some of their best selling lines and buoyed by the scrappage scheme, 2009 made Nissan the voice of motor production in the UK.
Upon Lord Mandelson’s announcement in September that there would be an extension to the current scrappage scheme, markettiers4dc leapt into action. Within three hours of the announcement, we had secured coverage on major TV and radio outlets, in addition to online portals. Coverage included BBC News Channel and BBC Online, a syndicated radio interview with Sky News Radio (across UK coverage) and regional radio coverage spreading the good news story to the Nissan workforce in the North East.
The good news story was spread further in January 2010 when Nissan hired markettiers4dc to break the news to broadcast media of 400 new fixed term contract staff being hired at their plant in Sunderland.
Due to sensitivities communicating with the workforce markettiers4dc worked by releasing the story to the media less than an hour before the embargo broke. With the Nissan spokespeople concentrated in Sunderland we focused on getting regional news crews to the factory and encouraging presenter read outs, B Roll, and imagery on national news channels. In addition we broke the news online on sites such as BBC News and The Sun online.