TWISTED REDEFINED


Client: Twisted Automotive Info: B2C PR campaign

BRIEF

Combining engineering excellence, a passion for performance, and unrivalled hand-detailing, Twisted is a Land Rover Defender modification specialist based in Thirsk, North Yorkshire. They have built a business around the Defender; they are protecting and celebrating the iconic vehicle. Everything they do is focused on this, it’s their mission, it runs in their blood – protecting the Defender heritage is what Twisted lives for.

Our challenge is to convey this passion and build brand awareness for Twisted. This is to ultimately drive enquiries and sales, but also to position Twisted as an employer of choice and an established business both at a local Yorkshire level, and nationally.

Coupled with this we have a focus on raising the profile of Twisted’s founder and owner Charles Fawcett. Again this requirement needs to extend beyond the region and show Fawcett as a serious player in the vehicle aftermarket – both nationally and internationally.

APPROACH

We need Twisted owners and potential owners to see the brand in the media they consume. A robust press office programme is in place that reaches all segments of the media – from the motoring pages of the nationals, through to farming and country pursuits magazines.

Media and influencers are key to driving advocacy and recommendation so we engage with journalists at a national, regional, local and specialist level, across print and broadcast media, to convey product news and developments, launches, business-interest stories, other announcements – while ensuring that Fawcett’s voice is added to relevant narratives. Highlights to-date include a full page in the Daily Telegraph and The Independent, full feature in Stuff magazine, with a full review by Jeremy Clarkson for the Sunday Times in print and online.

Where possible, we want media to experience the brand first-hand to help drive brand love through events and exclusive experiences. Journalist test drives and vehicle loans have been a key activity driver alongside supporting events such as Top Marques in Monaco, and Twisted joining Welcome to Yorkshire Y30 club and being a key feature of the Welcome to Yorkshire caravan.

We proactively comment on industry developments and seek out opportunities to position Twisted as an authority on related issues and news.

When it comes specifically to boosting the profile of Charles Fawcett, we focus on placing profile articles, driving business comment, and showcasing Fawcett and the Twisted success through award entries and wins. We also draft blog posts for his personal LinkedIn profile.

Our role goes beyond pure media relations and we are increasingly working on content creation for Twisted. This includes writing articles for their website and quarterly newsletter.

RESULTS

In a 12 month period we have secured over 70 pieces of coverage across all media tiers and have successfully connected key motoring influencers with the vehicles through loans and test drives.

Media outreach has resulted in nearly 75 million opportunities to see with all secured coverage including 100% message delivery and calls to action.

Exclusive content secured on The Daily Telegraph and The Independent resulted in 13 individual brand mentions including the headline. A three minute broadcast interview secured for Charles Fawcett on BBC Look North also portrayed Twisted and Charles as market experts.

Twisted or Charles Fawcett have been shortlisted for awards on four occasions, which represents a 100% success rate from our nomination submissions. The Awards are Insider Media’s 42 under 42, the Institute of Directors Awards, Yorkshire Post’s Excellence in Business Awards and the York Press Business Awards.

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