British International Motor Show 2006
See the work
July 2006 saw the British International Motor Show move to London’s ExCeL Centre for the first time. Seventy Seven PR was responsible for the consumer lifestyle PR campaign element of the launch and was the lead agency co-ordinating three others to deliver stand-out publicity.
The PR used a variety of tactics – from research stories to celebrity endorsement (we signed Jodie Kidd as the face of the show) to major events such as the car parade, which saw 100 classic cars driven through London, alongside hard-working feature placement.
Our activity delivered 3,280 pieces of coverage for the show in total, including 287 pieces in nationals. The coverage resulted in 219 million opportunities to see across the media.
Highlights included full-pages in the Daily Mail You Magazine, an Esquire double-page, a ten minute segment on “Richard & Judy” and front-page pieces across national dailies.
We were retained to promote the 2008 Motor Show, which seemed like a pretty strong confirmation that our client was happy with our job …