We’ve helped raise CCI’s profile amongst influential journalists in media and business across the globe, providing William Eccleshare, President & CEO, a platform to discuss the growth of out-of-home advertising and wider industry issues.
The challenge
Out-of-home advertising is reinventing itself as it adopts and works with the newest technologies. William Eccleshare, with a new management team, set ambitious goals and kick-started a turnaround in company fortunes.
Our goal was to reposition CCI as the leading voice in out-of-home advertising and key commentator on the wider industry.
Our response
We moved CCI beyond the trade media, where it already has a presence, to titles such as The Economist, Reuters, Les Echos and FT.
First, we helped crystallise the company messaging by working with Board members.
This generated valuable content on the power and influence of out-of-home as an advertising medium, which the CCI international network used to target top tier media.
To support and encourage the regional teams to manage their local PR, and deliver consistent messaging around the world, we wrote an in-depth media toolkit for staff in all 30 regions.
Results
Between January and May 2011, we had great success in setting up meetings with titles including The Economist, FT, Reuters, IHT, Les Echos, BBC Show Me The Money, Sunday Times, Evening Standard, as well as titles in Sweden, Turkey, Australia and Finland.
Crucially, all resulting coverage has been on message and includes an impressive one page piece in The Economist and CEO commentary in the FT.
