PFPR Automotive was appointed as automotive specialist agency to the 2008 British International Motor Show, with a brief to raise awareness of the show among UK and international media, position it as the biggest motoring event of the year and secure £15m of PR value. To achieve this, PFPR carried out one-to-one briefings for target media, issued a series of news releases to over 2000 contacts and arranged a wide range of reader competitions.
The results exceeded the brief by a considerable margin. PFPR contributed to over £18m of PR value secured, including exclusive pre-show features and supplements in key national consumer and trade media, and also increased overseas coverage by 37% compared to 2006.