GOALS
- Promote the RG31 armored vehicle to the Romanian audiences;
- Enhance the client reputation in Romania as a leading producer of land equipment;
- Improve relationship with the Romanian media
- Maximize positive coverage for the RG 31 vehicle Improve understanding of the breath and depth of BAE Systems capabilities ;
- Demonstrate that BAE Systems is much more that ship building and maintenance
- Support RG 31 export campaign to Romania;
- Cover green areas in BAE Systems’ media map, using automotive / technology journalists.
STRATEGY
- Take advantage of the unusual appearance of an armored vehicle in the automotive media;
- Approach automotive journalists that were not previously influenced by negative news about the company;
- Underline the client’s full breadth of capabilities;
- Create a sustained publicity campaign to raise profile of BAE Systems and its global capabilities;
- Actively involve the specialists from the producer’s unit in South Africa;
- Focus the messages on the technical information about the vehicle, instead of usual defense selling messages.
TACTICS / ACTIVITIES
- Prepare information about RG 31 for the Romanian media;
- Organize a media event for the vehicle presentation, targeted to the automotive media (guest management, transportation to the location, assistance and moderation on the spot);
- Organize a lunch with friendly journalists from the defense area and some of the automotive journalists that participated at the presentation event;
- Follow-up with all the journalists invited, with additional information, photos and interviews.
TARGET MEDIA
- Defense journalists from TV stations, nation-wide dailies and specialized media;
- Automotive TV journalists and producers.
TIMING
- 6 of October.
VENUE
- “Mihai Bravu” facilities, near Bucharest ;
- “Jaristea” Restaurant.
RESULTS
- The vehicle was featured by 4 (four) national TV stations and by 2 of the most influential national newspapers;
- The event was reflected by all major media groups in Romania;
- RealitateaTV - The most important news TV station (previously red in the client’s media map), has broadcast the news during the evening of the same day. Transcript Quote: “RG-31 – an armoured vehicle produced by BAE in South Africa and used in nine countries. Over 1,200 such carriers are fully operational within the army of many powerful countries. The vehicle can carry up to eight infantrymen; it can be fitted with a gyro-stabilized turret and can cope with the explosion of hand-made bombs;”
- PRO TV - (MediaPro Group - CME) – best TV station / the best rated auto show in Romania, ProMotor, broadcast during the week-end. The text was positive and presented all vehicle features;
- TVR 1 (the National TV station, with the largest territorial coverage) has aired the news about RG31 during the evening Sport news (prime time). The text was positive and had no reminders of BAE Systems previous negative coverage in Romania;
- PrimaTV (SBS Broadcasting Group): the vehicle was presented during the “Autoforum” show, by the same team that has produced the news for TVR 1;
- “Financiarul” – ranked as the second financial daily, part of the “Intact” media group. Author: Costel StroescuExtensive article (1 full page) positive tone, quote and photo of the BAE Systems Country Manager, photo of the vehicle;
- “Adevarul” – influential daily newspaper,Author Mihai Diac, Neutral tone, photo of the vehicle;
- Other coverage: Blogs, Twitter and online versions of the TV’s and newspapers.
HIGHLIGHTS
- On the background of a worldwide communication crisis of the customer, AMI Communications has organized an event for BAE Systems in Romania that had only positive and neutral coverage results, with no mentions or reminders about the previous negative situation;
- The agency team had an innovative approach for the communication in the industry by involving automotive media into a defense communication campaign;
- The coverage was made mostly of TV reports and shows, with a very high public impact;
- With an investment of less that 1000 Euro, the client messages eventually reached positively over 1.4 million people, resulting in a huge communication process ROI.
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