For the third year in a row, the UK’s pinnacle luxury car maker, Rolls-Royce, entrusted us with maximising national and international broadcast interviews for their CEO around their annual results. The Sussex-based company sold a new record 3,575 cars in 2012 and sees TV, radio and the web as a vital way to get in front of high net worth potential buyers.
The January 10th announcement was the culmination of a month-long media relations exercise which saw us brief key global business broadcasters in London with tailored story lines, provide them with B-Roll of the latest models and offer them the opportunity to interview the CEO in the new Phantom Series II.
We started the day live on BBC World TV at 05.30 and ended it, 24 interviews later, at 20.00 on Sky News' Jeff Randall Live. In between we went to Reuters, CNN, CNBC, Bloomberg, Wall Street Journal TV, Dow Jones Newswire, Radio 4's Today programme, Radio 5, BBC World Service Radio and Al Jazeera, working in press interviews by phone as and when we could into the packed broadcast schedule.
With the brief also specifying we maximise German and Russian coverage, we also set up interviews with four more TV stations – Germany's n-tv and ARD, Russia's NTV and Russia Today, plus with the London Bureau Chiefs of Deutsche Presse-Agentur and TASS – both countries' PA equivalents.
Watch the video of a hugely successful day here: