Driving links for Select Car Leasing

To drive visibility and build brand awareness for car leasing company Select Car Leasing through media-friendly content designed to capture coverage across mainstream media publications and secure backlinks.

PBPR set out to target a range of regional, national and consumer media titles with high domain authority and relevance to Select Car Leasing’s target audience.

Utilising both expert and data-led commentary, the strategy centred on embedding Select Car Leasing into the news agenda through headline-driven content that introduced the brand to new pockets of media, while remaining relevant to car and motoring topics.

The dedicated content team created in depth data-led campaigns that were authentic and related closely to the brand’s product and messaging.

PBPR also commissioned a survey to support the media outreach to provide more human-interest and lifestyle narratives for Select Car Leasing to own in the media space, capitalising on securing coverage and backlinks in publishers the brand had not yet appeared in.

In order to capture the attention of national and regional media targets, PBPR approached media relations with a three-pronged approach:

• Data-led content: Survey data, such as exploring the top service stations in the UK and driving habits of sports fans, to create stories with both national and regional angles
• Expert commentary: Utilising PBPR's in-house experts, with expert-led content including former royal butler, Grant Harrold, sharing his experiences of the royals’ driving habits
• Reactives: PBPR identified relevant reactive opportunities including in-demand sporting events and topical calendar dates, while staying on top of industry news, such as law changes, or extreme weather that could impact drivers.

In a three-month period, PBPR secured over 50 pieces of mainstream media coverage, with links in top-tier publications including Good Housekeeping, Netmums, Yahoo, Marie Claire and Express.

Coverage spanned both the UK and US - and also gained traction in regionals such as West London Living, Edinburgh Live, Guardian Series and Liverpool Echo.

The campaign content, targeting sport, entertainment and lifestyle desks, generated over 21.4 million estimated total online coverage views.