Challenge:
Thatcham Research, the independent voice of automotive safety, security and repair, asked us to provide media relations support during a national campaign that was developed in response to the Government’s plans to allow Automated Lane Keeping Systems (ALKS) onto UK roads in 2021.

Thatcham Research’s campaign objective was to highlight its safety concerns through the media and urge the Government to rethink its proposal, arguing that ALKS technology was not mature enough and that its introduction onto UK roads would put lives at risk.

Solution:
We drew on our extensive media relations experience to support Thatcham Research in identifying key media contacts that we then successfully pitched the campaign story to. We also co-ordinated the attendance of journalists at Thatcham Research’s test track, so they could experience ALKS technology first-hand.

We helped to generate a significant amount of campaign coverage in national, consumer-facing and B2B titles, including Auto Express, What Car?, The Times, The Telegraph and the BBC.

The powerful ALKS campaign generated 442 news articles, reached 604 million people across the world, and stimulated almost 4,000 visits to Thatcham Research’s ALKS webpage.