 |
The
launch of Pink Ladies Taxis
CIPR NW Gold award winner – Best Use of Media
Relations |
Background:
In February 2006, two female entrepreneurs launched
Pink Ladies Taxis as a franchise company to be rolled
out across the UK.
The members-only service offers
bright Pink taxis, driven by women for women.
SKV were ultimately tasked with
helping Pink Ladies achieve their overall business aims
of selling its franchise across the UK. Issues of personal
safety were integrated into the communications campaign
and SKV highlighted them.
Objectives
To present Pink Ladies to the media as both a serious
and fun story, using the whole span of media to place
this unique initiative on the news agenda
Planning and Research
SKV PR launched Pink Ladies in London, using a photo-call
with national tabloid celebrity Kerry Katona as the
‘face’ of the product.
We combined this with a press briefing,
using the founders as the best spokespeople to articulate
the Pink Ladies proposition.
SKV PR secured a partnership for
Pink Ladies with the Greater London Authority (‘Safer
Travel at Night’ campaign team), including endorsement
of London Mayor, Ken Livingstone.
Implementation
We knew that the Kerry Katona and a fleet of bright
pink taxis would guarantee media coverage – however,
there was a danger it would be “fluffy,”
and not cover the serious message which is central to
Pink Ladies.
In
order to set the news agenda, SKV:
- Sourced a case study: a woman who had experienced
an attack in an unlicensed mini-cab, who was happy
to speak to the media.
- Briefed national news media (GMTV, ITN News, SKY
News, BBC Radio 5 Live) with the key messages and
gave them access to the two founders.
- Invited all target media to the photo call/briefing.
Launch
Activity
- Managed photo call with over 30 photographers
- Coordinated ITN News, SKY News and BBC Radio 5
Live interviews
- Managed press briefing and arranged one-to-one
interviews with Kerry Katona; the two founders; the
case study and the Pink Ladies London area franchise
owners
SKV ensured news traction for the story was secured
with arresting and striking figures and statements
eg
‘It is a scandal that at least 10 women a month
in London are being attacked in an unlicensed mini-cab
and many more go unreported.’
Results: 153 cuttings and hits in total.
Highlights include
National
- SKY News Sunrise: Eammon Holmes live interview
with Kerry Katona and Pink Ladies
- GMTV & ITN Morning News: pre-recorded footage
- BBC Radio 5 Live: The Victoria Derbyshire Show –
live 6 minute interview with client, case study and
debate
- Foreign and Commonwealth broadcast syndication piece
- Daily Mirror, The Sun, Daily Express, Daily Star,
Daily Sport
- The Times, Sunday Telegraph,
- Closer, OK, Company
International Media
- Print and broadcast media in countries including
China, Hong Kong, Saudi Arabia, Mexico, Columbia,
Spain, Germany and France
Evaluation
Cutting Edge evaluation of media coverage for Pink Ladies
from February 2006 – April 2006: £3,162,939;
71m readership value; 7202 ccm, 100mins broadcast |
