The power of storytelling
Storytelling is a fundamental element of good automotive communications, enabling audiences to connect with a brand by building a more engaging narrative around a product.
PFPR worked with Jeep to tell just such a story, taking BBC Top Gear Magazine to Canada’s famous Tuktoyaktuk ice road with the new Grand Cherokee Trailhawk. This was a last chance to drive the 190km route: the ice road has since been replaced with a conventional inland, all-weather road.
PFPR devised the feature concept, managed all logistics and provided full on-site support. Top Gear told the story of the end of the ice road. The result was a compelling 10-page print feature syndicated across many of the magazine’s 31 global editions, as well as a film for TopGear.com. For the UK edition alone, the value of the coverage provided Jeep with a return on investment of 10 to one.
PFPR used its automotive communications expertise and media relations to help the magazine tell a story nobody else will ever tell again – which made it all the more compelling, for Jeep, Top Gear, and the magazine’s readers.