PFPR - automotive PR and events

World-class automotive PR and events

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Case Studies

Automotive PR Case Studies

  • Bespoke driving adventures for media

    Jeep boasts 75 years of heritage founded on the brand’s core values of freedom, adventure, authenticity and passion.

    To enhance and reinforce its legendary status, PFPR supports the brand’s Global communications team in Detroit by devising bespoke, once-in-a-lifetime media adventure drives in epic and unique parts of the world.

  • Electrifying social media content

    Rapid Charge Network is an infrastructure investment part-funded by the EU and four major car manufacturers.

    The company appointed PFPR in late 2015 to support the announcement of the completion of the charging network that enables EV drivers to travel the length and breadth of Britain.

  • International B2B media relations

    Exa Corporation’s industry-leading visualisation and simulation software helps designers and engineers optimise the design and engineering of vehicles and equipment. Boston-based Exa asked PFPR to raise its profile within the global auto industry, giving decision-makers a better understanding of how simulation-driven design could enhance the product development process.

  • Media assets for global product launches

    Since late 2015, Infiniti has been introducing a new and updated product range. In advance of this model launch onslaught, the Infiniti Global PR team approached PFPR to generate all media-facing written assets for its new production cars and concepts.

  • European launch smash hit

    Qoros was a new auto manufacturer that promised to change the perception of Chinese brands by engineering and manufacturing a new family of cars to worldclass standards. PFPR was appointed in 2012 to lead on strategic planning and tactical implementation of the launch of the brand in Europe three years later.

  • Six weeks to launch a brand

    Techrules approached PFPR in January 2016 with a mighty challenge; developing the media assets and media relations strategy to launch the brand and its revolutionary turbine hybrid EV technology at the Geneva Motor Show six weeks later.

  • Global product and corporate media communications

    Spyker is a supercar brand that retains genuine exclusivity and appeal. PFPR worked with the Dutch marketing team to raise the profile of the brand and cars globally.

  • Engaging communications to the fleet sector

    The Go Ultra Low campaign – backed by UK government and the auto industry – relies on PFPR to spearhead its promotion of electric vehicles (EVs) to media and consumers. In addition to day-to-day trade media engagement, the PFPR team develops opportunities for Go Ultra Low to speak directly to senior management and fleet operators – helping to bust myths through the provision of data-driven insight.

  • Establishing a position of authority in the motor trade

    Castrol Professional is a leading provider of engine lubricants to the franchised dealer sector. Between 2007 and 2015, it tasked PFPR with increasing awareness of its products and associated services to dealer groups across the UK and Ireland.

  • International media communications

    CDK Global is the largest global provider of integrated IT and digital marketing solutions to the automotive retail industry. It supports more than 26,000 dealers in over 100 countries. CDK Global first engaged PFPR in 2014 to help inform the industry of the company’s rebranding from ADP Dealer Services.

  • Dealer PR programme for a multi-brand dealer group

    PFPR started working with Glyn Hopkin, one of the largest dealer groups in South East England, in early 2014, developing a results-driven PR programme that raises the profile of the business in local media to help build positive awareness and facilitate sales growth.

  • Raising the profile of a global logistics provider

    Priority Freight is a leading provider of emergency logistics solutions for the global automotive and aerospace industries. The company asked PFPR to promote its specialist services to the automotive sector via UK business and trade media, as well as produce and maintain a library of client case studies for sales and marketing purposes.

  • B2B motor trade media relations

    Dealerweb, the leading provider of showroom management systems for the UK automotive retail trade sector, engaged PFPR to generate greater awareness of and demand for its latest cloud-based technologies.

  • UK media relations and event support programme

    Rolls-Royce Motor Cars is one of the most revered car brands in the world. PFPR successfully engages media to develop the brand’s position as a Great British icon. PFPR conceives beautiful and creative drives for media and operates the brand’s sought-after press fleet, as well as securing interviews at events and providing ongoing support to the Goodwood-based PR team.

  • PR that punches above its weight

    California-based Singer Vehicle Design has won worldwide acclaim for its sensitive ‘reimagining’ of the 964-generation Porsche 911, carrying out no-expense-spared ‘resto-mods’ renowned for their peerless craftsmanship, astonishing performance and dynamic prowess. In 2015 the company enlisted the support of PFPR to engage with UK media – in particular national newspapers and top-tier lifestyle and automotive consumer magazines.

Events Case Studies

Events Case Studies

  • Global media management at Goodwood

    Mazda – one of PFPR’s longest-standing clients – was the featured brand at the Goodwood Festival of Speed in 2015. The brand chose the occasion to give preview first drives of the forthcoming all-new MX-5 model to top-tier global media. PFPR planned and managed every aspect of the media logistics and hosting programme.

    Mazda MX-5
  • Conference positioning, messaging and communications support

    BMW Group Netherlands conceived an international symposium – “Vision: Urban Innovation” – in Rotterdam. It aimed to showcase a new business model in which BMW Group and its partners were embracing ground-breaking urban real estate development, pioneering car sharing programs and e-mobility solutions, all against a backdrop of growing urban populations. PFPR was appointed and helped to devise, manage and script the symposium.

  • Relaunching a legendary motorcycle brand

    Bultaco was renowned around the world during the 1960s and 1970s for its dominance in motocross, enduros and trials competitions. When the famous Spanish motorcycle brand was preparing to return to the market after a 30-year absence, it approached PFPR to plan and stage the global launch.

  • Daily Maersk launch

    PFPR's corporate events team was appointed for the launch of Daily Maersk, the ground-breaking new freight service from Asia to North Europe. Maersk Line wanted to stage a media announcement that would communicate the significance of the launch to the shipping industry. PFPR selected Altitude 360 at London’s Millbank Tower as the venue for a major press conference. The venue afforded views of London’s constantly changing landscape, reinforcing Maersk’s far-sighted global vision. Our corporate events specialists arranged the attendance of 60 guests at the event, including global media and key stakeholders. This media event secured international coverage in leading financial press and national broadsheets, as well as via online and social media platforms.

  • Danske Bank Capital Markets Day

    Danish banking institution, Danske Bank, chose PFPR's corporate events team to manage its first Capital Markets Day event in 10 years. To instil confidence in Danske Bank’s investors, we organised a half-day conference followed by a high-profile drinks reception at the East Wintergarden in the heart of the UK’s financial district, Canary Wharf. PFPR's experienced events specialists managed all aspects of the blue-chip event, including concept development, design and build of the event environment and invitation management. Bespoke presentation sets were created to reflect Danske Bank’s corporate image through contemporary Danish design elements. The event was well received by over 120 high-profile investors and media.

  • Launching the world's largest ships

    Global shipping giant, Maersk Line, appointed PFPR's corporate events team to organise a media announcement about the launch of Triple-E, the largest ships ever constructed, and the greatest ship building contract in history. We arranged a major press conference in London’s Canary Wharf and scheduled a simultaneous announcement in Hong Kong. In just one week, our events specialists executed the planning, invitations and arrangements for the event, including 85 key media from across the globe. This PR event secured global coverage reaching 114 million people, via outlets including the BBC, CNBC, The Times, the New York Times, Le Monde and The Wall Street Journal.

  • Mazda MX-5 GT on track

    Mazda UK wanted to demonstrate a new high-performance GT Concept prototype of its iconic MX-5 sportscar to opinion-leading automotive media in order to gauge public interest in a potential production version.

    Working with Mazda’s race team and a group of highly-qualified instructors, PFPR's automotive events specialists produced a meticulously-managed driving programme within a carefully controlled environment at Donington Park race circuit.

    Journalists were instructed in standard 160ps MX-5 road cars, before driving the high-power, 200ps MX-5 GT Concept prototype and enjoying the rare opportunity to test Mazda’s 320ps race-engineered GT4 model, which competed successfully in the 2012 British GT Championship.

  • A Range Rover fit for Heroes

    Jaguar Land Rover briefed PFPR's automotive events team to devise a headline-grabbing celebration of the production of the one millionth Range Rover during the 4x4’s 40th anniversary year.

    We planned a day of events to mark production of the milestone vehicle – a Range Rover Autobiography worth £90,000 – full of celebratory events spanning the country. This culminated in the donation of the vehicle to the Help for Heroes charity, which it auctioned, generating £150,000 for its cause.

    Land Rover employees at Solihull witnessed the vehicle depart for London, flanked by a convoy of heritage models. At Earls Court, on the set of Top Gear Live, the commemorative Range Rover was accepted on behalf of Help for Heroes by TV presenter Jeremy Clarkson, a patron of the charity.

  • The sky's the limit for Mazda

    Mazda UK wanted to launch its all-new CX-5 compact SUV to media while also explaining the brand’s innovative fuel-saving SKYACTIV technology, which underpins its new generation of vehicles.

    To make Mazda’s new technology central to the launch, PFPR's automotive events team developed a programme on the Isle of Skye which focused media attention on the SKYACTIV elements of the new vehicle. Authentic-looking road signs were placed at key points on the driving route using graffiti-style modifications of official-looking Scottish Highlands tourism signs to transform The Isle of SKYE into The Isle of SKYACTIV.

    After making SKYACTIV a talking point throughout the test drive, the technology and its benefits were explained in detail at the media briefing. Consequently, SKYACTIV featured prominently in all media coverage from the event.

  • Evocative media event for new Evoque

    Jaguar Land Rover tasked PFPR's automotive events specialists with the much-anticipated launch of its Range Rover Evoque to the UK media. The key objective was to show off its bold new design through a contemporary driving event that reflected the luxurious lifestyle of target customers for the new model.

    Our automotive events team selected Edinburgh as the ideal location for the 24-hour programme. Four groups of media enjoyed a product briefing in the Hotel Dakota, lunch in the breathtaking Floors Castle, miles of challenging off-road driving through the Scottish borders and an overnight stay in the five-star Hotel Missoni, selected for its design focus and stunning bar and restaurant.

  • VW Beetle: Introducing a rock 'n' roll car

    VW France wanted to introduce the new Beetle to French media in a way that highlighted the more ‘rock ‘n’ roll' image of the new car. We decided to bring them to Liverpool – immersing media in a true Beatles-themed event while enabling them to appraise the new model.

    PFPR's automotive events team gave 80 journalists the opportunity to drive through the picturesque Peak District National Park, stay in the Beatles-themed Hard Day’s Night Hotel, take a trip in the Magical Mystery Tour Bus and visit the The Beatles Story experience. A formal presentation of the new Beetle was conducted by VW executives in a replica of the world famous Cavern Club.