HORIBA MIRA’s new frontal crash lab to test vehicles for road safety is the first of its kind in the UK. In order to ensure it was fully utilised by car makers and delivered immediate revenues to offset investment costs, GroupWhistle was set the task of ensuring the most extensive media coverage possible to launch the new facility.
Horiba MIRA Working with Tier 1 consumer media titles to secure valuable coverage around HORIBA MIRA’s latest passive safety research capability and its road safety benefits for the UK
Challenge:
Solution:
In order to meet the objective of securing extensive media coverage, our launch narrative for HORIBA MIRA’s new facility had to extend beyond native trade media channels. We developed a wider public relevancy to the subject of road safety and leveraged this story to target consumer media.
The press coverage we delivered – spanning media titles from the Sunday Times and BBC Top Gear Magazine to the BBC’s Morning Live programme – reached an audience of 2.7m across 33 different media outlets. As a consequence of this pervasive media coverage, the crash facility has achieved high levels of utilisation in its first year of operation.
“I want to extend my heartfelt thanks to each of you for the remarkable work, commitment, and creativity that you’ve brought to this campaign. The response from both customers and colleagues has been overwhelmingly positive, and this success is testament to your excellent planning, execution, and attention to detail. Seeing the campaign roll out so smoothly made me incredibly proud.”
Joanne Smith
Capability Group Leader – Passive Safety
HORIBA MIRA
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