Using the news agenda to secure broadcast coverage
Objective:
To secure broadcast media coverage for corporate client Mount Anvil, placing them as though-leaders with-in the UK’s construction industry. Following on from a previous campaign, we aimed to use our understanding of the current media landscape and news agenda, combined with our strong network across business programming, to book some national and international interview opportunities.
Strategy:
Following the UK’s decision to leave the EU and ahead of influential figures being released about the health of the construction industry, we positioned their CEO, Killian Hurley, as a thought-leader on the residential and commercial property market and the effect of Brexit on the sector.
Results:
The CEO was interviewed live on BBC News from one of their flagship construction sites, with company branding in the background and on the hardhats of the presenter and the CEO. This was followed by another interview on BBC World TV’s business programme, GMT – aired on the east coast of America and in Asia. A clip of the interview was used in the BBC’s flagship News at 10 and on BBC Radio 5 Live’s business programme, Wake up to Money – syndicated on most regional BBC stations around the UK